Launched in December 2016 by Amazon.com (AMZN) - Get Report , the "Wickedly Prime" private food label looks to capture a greater percentage of U.S. market share, especially with the e-commerce giant's deal to purchase Whole Foods Market (WFM) .
Analysts at Wolfe Research noted that Amazon is getting more "aggressive" with its private label's food offerings, and has found that the quality of the food is good and pricing is reasonable.
The label offers an assortment of products including organic tortilla chips, chocolate chip cookies, and soups. Those kinds of foods will be delivered into the homes of more consumers following the deal for Whole Foods.
"With Amazon's pending purchase of Whole Foods (including WFM's 365 brand), we would expect Amazon to continue to increase its private label offing over the next few years," Wolfe noted.
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