Amazon Grocery Follow ZDNET: Add us as a preferred source on Google. ZDNET's key takeaways Amazon Grocery offers 1,000+ products for budget shoppers. Amazon Fresh and Happy Belly merge under one label. Amazon shifts focus to online grocery over physical stores. Amazon is going all in with a new line of affordable grocery products as a way to compete against major supermarket chains. The company's brand, Amazon Grocery, offers more than 1,000 products across various categories. Online grocery strategy Amazon Grocery is a private-label brand that targets "price-conscious" shoppers, offering most products under $5. The brand offers products across all grocery categories, including fresh produce, meat, seafood, dairy, pantry essentials, snacks, and everyday items such as paper towels and other household goods. Also: Watch out, shoppers: You can't hide your Amazon orders anymore - but there's a workaround This is a way for Amazon to solidify its online grocery strategy over physical stores, many of which the company has closed across various countries. If successful, it could also provide Prime subscribers and Amazon shoppers with a more comprehensive shopping experience. In some areas of the US, Amazon is offering fresh foods with same-day delivery. Merging Amazon Fresh and Happy Belly This isn't the first time that Amazon has launched a grocery brand. The company is consolidating its Amazon Fresh and Happy Belly brands into Amazon Grocery, though it's unclear if the Aplenty brand will remain. ZDNET has reached out to Amazon for further comment. Also: Amazon owes Prime customers up to $51 each - how to get your share The company has also made multiple attempts at streamlining its grocery vertical, offering free deliveries. However, offering affordable products with a convenient delivery window may be just what Amazon needs to finally turn into an online grocery powerhouse. If executed well, Amazon Grocery could represent significant competition for rival grocers and retailers, such as Walmart, Kroger, Costco, and Target. Get the morning's top stories in your inbox each day with our Tech Today newsletter.