Amazon is following in the footsteps of many traditional retailers by putting out its own line of food and household products, according to a new report.

The online retailer has registered trademarks under its Amazon Elements brand for products including coffee, soup, vitamins and dog food. The Wall Street Journal is reporting that the company has been in talks with major private-label producer TreeHouse Foods to supply new Amazon products.

Based on the trademark filings, the Elements brand may expand to include household cleaners, razors and other non-perishable items as well.

Private label brands generally earn retailers higher margins than name-brand products, while consumers can save money on generic versions as their quality improves.

Amazon declined to comment on the report.

Diapers and baby wipes were already made available under the Amazon Elements label, but diapers were discontinued earlier this year, on a temporary basis. The AmazonBasics line focuses on electronic components, like USB cables, batteries and headphones.