Amazon Could Be Hawking New Private-Label Goods Soon

May 15, 2016, 11:29 PM UTC
Amazon Expands Grocery Delivery Service To Los Angeles Area
INGLEWOOD, CA - JUNE 27: An Amazon Fresh truck sits parked at a warehouse on June 27, 2013 in Inglewood, California. Amazon began groceries and fresh produce delivery on a trial basis to select Los Angeles neighberhoods free of charge for Amazon Prime members. AmazonFresh lets you order groceries and have them delivered on the same day. (Photo by Kevork Djansezian/Getty Images)
Photograph by Kevork Djansezian — Getty Images will launch new lines of its private-label brands in the coming weeks, the Wall Street Journal reported, citing people familiar with the matter.

The new brands with names like Happy Belly, Wickedly Prime, and Mama Bear will include nuts, spices, tea, coffee, baby food, and vitamins, as well as household items such as diapers and laundry detergents, the newspaper reported.

Amazon will only offer these labels to its Prime subscribers, the Wall Street Journal reported, adding the first of the brands could begin appearing at the end of May or early June. was unavailable for comment outside regular U.S. business hours.

Last week, Amazon launched Amazon Video Direct for users to post videos and earn royalties with them, setting it up directly against Alphabet’s YouTube.