Already buy basic Amazon-branded products like batteries and baby wipes? Soon, you’ll be able to buy Amazon-branded food, too.

According to a report by the Wall Street Journal, Amazon is set to expand its private-label lines to include perishable food and other household products like laundry detergent and diapers. It will partner with brands like Happy Belly, Wickedly Prime, and Mama Bear to offer nuts, spices, tea, coffee, vitamins, and cooking oil.

When available, the items will be offered first to Prime members – further incentivizing customers to join its $99 yearly membership program for better product access, two-day shipping, and a slew of other bonuses that come beyond the online retail marketplace. The expansion is not to be confused with Amazon Pantry, its UK-based grocery delivery service.

Amazon-branded vitamins and oils will be a first for the company while baby diapers aren’t exactly a surprise. In 2014, the company launched Amazon Elements, which sells branded baby products; the WSJ reports that its Elements wipes account for 9 percent of all baby wipe sales on the site.

Consumers already buy off-brand products to save money, so it’s a smart move on Amazon’s part to continue expanding its catalogue of generic stuff. Who knows, maybe one day we’ll be living on Amazon couches and buying our kids Amazon toy bicycles.

on The Wall Street Journal

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