Amazon launches Wickedly Prime food label

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Amazon launches Wickedly Prime food label

By Store Brands - 12/27/2016

The suspense is over. Without fanfare, introduced its first Wickedly Prime private label food products earlier this month, reported in an article posted on Dec. 23.

“As with some of its other brands, Amazon didn’t make a big announcement; it just added the products to its website,” the article noted.

A search on revealed that the new line includes four snack products so far: a cheese and caramel popcorn mix, blue corn tortilla chips, sweet potato tortilla chips and soft shell almonds. Available only to Amazon Prime members, the products are positioned as gourmet. A package of three 12-ounce bags of Wickedly Prime Sweet ‘n’ Cheesy Popcorn Mix is priced at $14.97, for example.

For each SKU, Amazon includes “Goodness at a Glance” information on whether the item is gluten-free, kosher, non-GMO, vegan or free of artificial colors or preservatives. All of the items have at least four such claims.

The Wickedly Prime line represents a departure in how Amazon approaches private label. The company’s earlier private label lines — Happy Belly, Mama Bear and Presto! — did not broadcast their affiliation with Amazon, merely stating “AFS Brands LLC” on their packaging. In contrast, the Wickedly Prime line not only has “Prime” in its name but also the logo features the Amazon “smile” (plus a stylized red tongue).

For more information, read the article at, or visit and search for “Wickedly Prime.”