Amazon may offer its own grocery labels

Consumers could soon be ordering Amazon-branded groceries from the giant online retailer.

The Wall Street Journal reported that Amazon is releasing a line of private-label food brands, citing a person close to the matter.

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The Wall Street Journal reported that names of the brands include Happy Belly, Wickedly Prime and Mama Bear.

The Happy Belly line will have nuts, trail mix, tea and cooking oil, and the Wickedly Prime brand will have snack foods, the Journal reported.

The publication was told the Mama Bear brand will have baby products, including diapers and baby food jars.

The person told WSJ that these new lines will only be sold to Amazon Prime members, a membership of which costs $99 annually.

A launch may happen by the end of May.

Last year, the retailer quietly launched inconspicuous clothing lines with a range of price points.