Amazon.com is preparing to expand its Elements private-label to a wide variety of grocery items, according to a report in The Wall Street Journal.
The company, which sells baby wipes under the Elements brand, reportedly has sought trademark protection for more than two dozen categories under its Elements brand, including coffee, water, vitamins, dog food and razors. In January, Amazon pulled its Elements diapers after customers criticized the product.
The Journal reported that Amazon had approached private-label producer TreeHouse Foods of Oak Brook, Ill., to make some products.
Amazon declined comment.
The strategy would be similar to several other large retailers, including Costco, which sells food, clothing and office supplies under its Kirkland Signature brand.