Amazon is launching its own-branded goods, including perishable food, as it hopes to take on grocery rivals in the US.

The e-tail giant has been developing the private-label lines for a number of years, with product ranges including: Happy Belly (nuts, spices, tea and oil), Presto! (home goods, including detergent), Wickedly Prime (snacks) and Mama Bear (nappies and baby food).

According to the Wall Street Journal, the private-label products will be available to its Prime members, who pay an annual subscription fee to receive next-day delivery and other Amazon benefits.

Amazon's grocery proposition, Fresh, is expected to launch in the UK later this month, but it is unclear whether these private-label products will be available to UK Prime members. 

In February, the e-tailer teamed up with Morrisons to bolster its UK supply chain andincrease product choice for Amazon Prime Now and Pantry customers.