Amazon Starts Grocery Brand Aimed at Deal-Conscious Shoppers

Amazon.com Inc. launched a private-label brand that offers a range of grocery items largely priced below $5 in a bid to attract inflation-stung shoppers.

Called Amazon Grocery, the offering includes dairy, fresh produce and meat, the company said on Wednesday. The new house brand, which combines the Amazon Fresh and Happy Belly lines, will be available online and at Amazon Fresh stores.