Amazon doesn’t just want to sell other brands’ products, it wants to peddle its own too. The online retail giant will soon be selling its own branded groceries, including coffee, baby food, nuts, spices, vitamins, and more starting the end of this month.
Most of the products won’t actually bear the name of Amazon though: They’ll have kitschy names like Happy Belly, Wickedly Prime, and Mama Bear, according to the Wall Street Journal.
The groceries will only be available to purchase for Amazon Prime members, expanding the number of premium options available to Prime users, like music and video streaming.
The news is not official yet, but it will be the first time Amazon jumps into private-label merchandising for groceries. Amazon already sells some home goods under the Amazon Basics line, but this is the company’s first foray into food. According to Biz Journals, supermarkets with online ordering services should be worried to have yet another competitor in the mix.