Amazon.com [fortune-stock symbol= »AMZN »] is getting ready to take its fight with the likes of Costco Wholesale [fortune-stock symbol= »COST »], Target [fortune-stock symbol= »TGT »] and Walmart [fortune-stock symbol= »WMT »] deeper into the grocery aisles.
The online retailer is planning to expand its private label lineup into groceries like milk, cereal, and baby food, the Wall Street Journal reported on Thursday, citing people familiar with the matter. The newspaper also reported that Amazon filed for trademark protection in early May for more than two dozen categories under its existing Elements brand including coffee, soup, pasta as well as household products like razor blades and cleaning products.
Amazon has approached some private-label food manufacturers to partner including TreeHouse Foods, a major player, according to the Journal’s report. Amazon did not immediately respond to a Fortune request for comment.
The foray into private-label grocery comes as food is becoming ever-bigger business for major retailers. Groceries can bring…
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