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Walmart and Amazon Expand Private-Label Plays to Compete in Grocery

Both Retail Giants Are Seeing the Opportunity to Win Over Shoppers With Their Private-Label Brands

Walmart announced Tuesday (April 30) the launch of bettergoods, its largest private-brand food rollout in two decades, promising low-priced, “chef-inspired” items ranging from chicken wings to nut butter.

“Today’s customers expect more from the private brands they purchase — they want affordable, quality products to elevate their overall food experience,” Scott Morris, Walmart’s senior vice president for private brands, food and consumables, said in a statement.

Amazon, too, appears to be optimistic about private-label groceries even while it has pared down its brands in other categories. Last year, Amazon made headlines when it decided to scale back dozens of its company’s private-label brands, having eliminated all but three of what had been 30 clothing brands and phasing out two of its three furniture brands. Yet even as it was doing this, it was expanding Whole Foods’ private-label selection.