Amazon starts selling its own coffee, baby food - CNET

Amazon now sells its own baby food.

The e-commerce giant quietly launched its first-ever private-label foods on its website, starting to sell Happy Belly coffee and Mama Bear baby food. A company spokesperson confirmed that both products are made by Amazon and went on sale in the past few days. The products are only available to Amazon Prime members in the US.

The new products, which were rumored to come out, put Amazon into a new category for its homemade products. The Seattle retailer already sells its own Fire tablets; AmazonBasics batteries, umbrellas and phone cords; and Amazon Elements baby wipes. The push into food, though, could open Amazon up to a major, new market.

Store brands sales reached $118.4 billion in the US in 2015, an all-time record and an increase of about $2.2 billion from the prior year, according to the Private Label Manufacturers Association.