Online retailer Amazon will begin selling its own new lines of consumer packaged goods (CPG) including snacks and detergents.
With brand names such as Happy Belly, Wickedly Prime and Mama Bear, the retailer will sell spices, tea, nuts, baby food, in addition to household products such as diapers, The Wall Street Journal reported.
These brands are likely to feature on the online retailer's site by the end of this month or June.
For several years, the online retailer has been planning to develop its own label lines in CPG and had sought the help of branding consultants and manufacturers, the publication had reported last year.
Amazon currently sells electronic accessories, office supplies and apparel under its own labels, and now it intends to foray into groceries and household products.
It currently has a growth share of 50% in e-commerce in the US.
The latest move may undercut its rivals on pricing aspect, reported Recode.net.
Private-label brands also often offer higher profit margins as they have small marketing budgets.