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Amazon Is on the Cusp of Becoming a Grocery Disruptor

Written by Jordan Chussler. Published 10/14/2025.

When most people think of America’s grocery giants, Walmart (NYSE: WMT), Albertsons (NYSE: ACI), and The Kroger Co. (NYSE: KR) come to mind. What many might not expect is the inclusion of one of the biggest names in consumer discretionary. After all, that sector is fundamentally the opposite of consumer staples, into which grocery store chains fall.

After entering the supermarket industry by purchasing Whole Foods Market in June 2017, e-commerce and cloud computing services Amazon (NASDAQ: AMZN) again made headlines this month. On Oct. 1, the company announced the launch of its own private-label food brand, Amazon Grocery.

The move challenges Walmart and Costco (NASDAQ: COST), the two largest grocery chains in the United States by market cap. But more broadly, Amazon’s entrance into the private-brand groceries market could position it as an industry disruptor reshaping how Americans shop for food.

Amazon’s Plan to Marry Grocery Convenience, Quality, and Affordability

Amazon Grocery won’t be the company’s first foray into the grocery space. In August, the company said it would start offering same-day grocery delivery similar to Instacart in over 1,000 towns and cities, with plans to expand to 2,300 locations by the end of 2025.

The delivery service — free for Prime members on orders over $25 — includes perishable items such as produce, dairy, meat, seafood, baked goods, and frozen foods, and promises delivery within hours alongside the millions of other items available through Amazon.com.

Previously, the company opened dozens of brick-and-mortar Amazon Fresh locations. These physical grocery stores let customers use in-store technology like Just Walk Out, which enables shoppers to grab items and go without waiting in a checkout line.

However, Amazon Grocery’s announcement signaled the company’s evolving focus on food staples and shopper convenience. According to Jason Buechel, vice president of Amazon Worldwide Grocery Stores and CEO of Whole Foods Market, the move comes at a time when consumers are particularly price-conscious.

Amazon Grocery offers more than 1,000 private-brand grocery items across categories at “low, competitive prices that help customers stretch their grocery budgets further.”

Those items range from hazelnut spread and chicken breasts to baby bella mushrooms and cook-in-the-bag frozen broccoli florets. Notably, Amazon is pricing many of these products under $5.

Those price points should appeal to shoppers who have had to contend with volatile food inflation over the past several years, which shows little sign of easing.

According to the U.S. Bureau of Labor Statistics’ latest Consumer Price Index readings, inflation for food at home is 2.7% higher than a year ago, with meat, poultry, fish, and eggs collectively up 5.6% year over year.

Groceries Are a Secondary Revenue Driver for Amazon—For Now

Amazon still relies on its online stores, third-party seller services, and cloud unit Amazon Web Services (AWS) for the bulk of its revenue. Last year, those three business segments accounted for more than $511 billion, while advertising and subscription services generated about $56 billion and $44 billion, respectively.

Amazon Grocery will contribute to online store sales, and its products will also appear in Amazon Fresh and Whole Foods Market locations—alongside other Amazon-owned brands like Happy Belly and Amazon Saver—supporting the company’s physical-store revenue stream.

Last year, the physical stores segment generated more than $21 billion.

In Amazon’s Q2 earnings call on July 31, the company said AWS revenue grew 17.5% year over year and advertising revenue grew 22% year over year; same-day and next-day deliveries increased by 30%. With Amazon Grocery items now available through those delivery services, the company should see rising demand in the coming quarters.

Amazon Grocery Could Be the Boost AMZN Needs

For shareholders and prospective investors, groceries might be the tailwind that helps Amazon regain momentum this year. Of the Magnificent Seven stocks, Amazon has been the weakest performer over the past 90 days, down about 4.13%. AMZN is essentially flat for the year but remains more than 9% below its all-time high set on Feb. 4.

Nonetheless, Wall Street remains broadly bullish. Of the 51 analysts covering the stock, 50 rate it a Buy and one rates it a Hold. With an average price target of $266.26, analysts see roughly 21% potential upside over the next 12 months. Short interest is just 0.66%, and institutional ownership exceeds 72%.