bag of chips

Amazon intros new own brand Aplenty

The foods brand touches several categories across the Amazon Fresh store and online.
Dan Ochwat
Executive Editor
Dan Ochwat profile picture

Amazon is introducing a major private brand food line. Aplenty will bring hundreds of products across confections, salty snacks, cookies, crackers, frozen foods, condiments, sauces, seasonings, baking mixes and other pantry goods, according to the retailer.

The line will build up the center-store and frozen-foods departments with items that look to be more on the creative side, including Salted Caramel Chip Mini Cookies made with real butter and sugar, and Pink Himalayan Sea Salt Kettle Cooked Potato Chips.

chip bags and cookie box

Other items being introduced under the brand include Parmesan, Garlic and Herbs Pita Chips, Cornbread Crackers, Honey Dijon Mustard with stone-ground mustard seed, and Kettle Cooked Potato Chips.

The line follows Target’s recent introduction of indulgent items called Favorite Day, marking two new own brands this year bolstering food categories.

Amazon said Aplenty is rooted in quality ingredients, without artificial flavors, synthetic colors, or high fructose corn syrup, and that every product is rigorously taste-tested to meet its Delicious Guarantee, offering a refund to shoppers if they don’t like the product.

jar of mustard

Last year Amazon debuted the wine brand Cursive and the Fresh brand to coincide with the openings of its first Amazon Fresh stores. The Fresh line included bakery items and salsas, not nearly the packaged goods expansion that Aplenty will cover.

Amazon Fresh stores continue to expand in the United States, operating more than 10 stores in California, Illinois, Washington, and soon to be in New York and New Jersey.