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Amazon wants to sell own-brand groceries

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Amazon fresh truck

Amazon reportedly wants to become an internet supermarket and sell you its own food.

The online retailer has been branching out into fresh food deliveries in recent years, with a handful of US cities getting access to the AmazonFresh service.

Now The Wall Street Journal reports that Amazon is looking to expand its roster of own-brand items to include such grocery items. This will start with basic items like milk, cereal, and baby food, and will also include household cleaners.

This would reflect a long-held tactic of physical supermarkets, which sell their own brand of products alongside established brands - typically at a lower price for the customer, but with higher margins for the retailer.

Earlier this month, Amazon showed signs of its foodie ambitions by seeking trademark protection for a number of new food-based categories under its Elements brand. This included coffee, soup, pasta, water, vitamins, and dog food. Razors and cleaning products are also on the roster.

Other sources have claimed that Amazon has been approaching food manufacturers looking for a partner in this venture.

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Naturally, Amazon is refusing to comment on any of this, but all signs point to a major threat to supermarkets and their online shopping schemes from the king of internet shopping.

Of course, whether Amazon can offer the product quality of established operators is another matter entirely.

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