eCommerce | Amazon Milk? The retailer is expanding its dairy products through Happy Belly brand

From Amazon Elements baby wipes to Solimo garbage bags, the online retail giant has its hands on a swath of products that it not only ships but produces as well.

Now, you can add milk to the list of items that Amazon makes.
Spotted by Amazon tracker TJI Research, listings have begun to appear on Amazon for milk under the company’s Happy Belly private label. Amazon currently sells cheese and eggs through the brand, as well as trail mix and nuts.
Happy Belly is just one of 24 featured brands that Amazon owns, including namesake labels like Amazon Basics, Amazon Essentials and Amazon Fresh.
Those brands are separate from Whole Foods’ 365 Everyday Value offshoot which also happens to sell milk. Amazon purchased Whole Foods for $13.7 billion in 2017.
The Happy Belly milk can currently be ordered through Amazon Fresh, Amazon’s grocery delivery service, with a 64-ounce bottle of lactose free whole milk going for $3.29.
Amazon touts the product as coming from cows that were not “treated with rbST,” a growth hormone. The company also lists that the milk is from “an Amazon brand” and tells consumers that if they’re “not completely satisfied we’ll refund the full amount of your purchase. No returns necessary.”
Besides whole milk, Amazon currently sells on Fresh lactose-free 2 percent, 1 percent and fat-free milk, as well as canned whip cream and heavy whipping cream.
Amazon may have experimented with milk before. A listing on the online giant’s website shows a 64-ounce bottle of Happy Belly Whole Milk. That product is listed as “currently unavailable,” however it does have seven reviews and a four-and-a-half star rating with three “verified purchasers” giving the milk five-star reviews last year.
USA TODAY has reached out to Amazon for comment and will update when they respond.

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eCommerce, Milk

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