Amazon launches Wag pet products private brand

Seattle-based Amazon announced on its website that is has launched a new pet products private brand called Wag.

The brand currently consists of several varieties of dry dog food, including such recipes as Beef & Lentil with Wild Boar, Lamb & Lentil, Turkey & Lentil and Salmon & Lentil. These products are 35 percent protein, have no added grain, and come in 5-pound and 30-pound bags.

Amazon said it will be adding other products to the brand.

Wag will intensify price competition among pet food retailers, especially online, AllianceBernstein analysts said in a report that appeared on CNN Money.