Amazon will soon roll out its own private-label brands of common household items like coffee, diapers, and other perishable groceries, according to a report from The Wall Street Journal.
The offerings will consist of perishable goods like baby food, tea, coffee, spices, and non-perishables like laundry detergent. These products will live under brand names like Happy Belly, Wickedly Prime, and Mama Bear.
Products will only be available for purchase by Amazon Prime members. If the quality and price of the goods are competitive, these products could act as another reason for shoppers to sign up for the $99 per year membership.
The e-commerce giant already sells some private-label goods under its Amazon Basics line, which is mainly composed of consumer electronics devices like USB cords and disposable batteries. The company also recently launched multiple in-house clothing brands, further signaling that they are willing to diversify their private-label offerings.