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Amazon rolls out its own food line Wickedly Prime, pushing into the private label market

Amazon Wickedly Prime

Amazon is rolling out its private label food brand Wickedly Prime with a logo that is a version of the Amazon smile with a tongue, Geekwire reports.

“We are Wickedly Prime, and our passion to experience and share the best flavors on earth has inspired us to create a new line of distinctive food and beverages, available exclusively to Amazon Prime members,” reads the introductory page, featuring gourmet popcorn, tortilla chips and almonds.

Amazon quietly launched the new Wickedly Prime private label this month, according to reports this week by TechCrunch.

The e-commerce giant began rolling out private-label food products in June, starting with Happy Belly coffee and Mama Bear baby food. In those cases, however, the company was much more stealthy about the fact that they’re its own private label brands.

This is part of Amazon’s larger push into private-label products. The company has been more clear about its affiliation with its non-food private labels. The company sells household goods and other items under the Amazon Basics and Amazon Elements brands.

Earlier this year, it launched its tailored clothing brands and is slowly rolling out food and household brands as it looks to test the waters for its private label brands.

With this, Amazon is transitioning from merely being the marketplace, to a player in the market.

This in turn will create competition with some of the providers of basic goods such as “nuts, spices, tea, coffee, baby food and vitamins, as well as household items such as diapers and laundry detergents,” according to an earlier report in The Drum.

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