• Amazon is set to add grocery items to its own-brand offer in the US
  • The etailer plans to launch its new products within the next few weeks
  • Items will include tea, coffee and baby food

Amazon will start selling own-brand groceries by the end of this month or early June in a bid to take on rivals in the US.

The retailer’s new product ranges will have names including Happy Belly, Wickedly Prime and Mama Bear and will include nuts, spices, tea, coffee and baby food, alongside household essentials such as nappies and laundry detergents, according to the Wall Street Journal.

The etailer is understood to have been developing its own-brand grocery offer for the past few years in a bid to take on US giants such as Walmart.

Amazon has operated its Fresh offer in the US since 2007, but this will be first time the retailer is selling own-brand items.

The retailer is rumoured to be launching its Fresh offer in the UK imminently after appointing former Asda exec Doug Gurr as its UK boss last month.