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Amazon is now selling nuts and trail mix under the Happy Belly brand, its private label for perishables.

Previously on GeekWire: Taste test: We pitted Amazon’s new private-label coffee against Starbucks, Folgers and Stumptown — and you won’t believe who won

The e-commerce giant began rolling out private-label food products in June, starting with Happy Belly coffee and Mama Bear baby food. The newly added Happy Belly products include whole nuts, assortments, and several types of trail mix.

Wall Street Journal reporter Greg Bensinger, who originally broke the news about the company’s private-label food initiatives, spotted the latest items on

The newly added perishables are part of Amazon’s broader push into private-label products. The company already sells household goods and other items under the Amazon Basics and Amazon Elements brands.

It’s advantageous for Amazon to produce items in-house, as control over marketing, development, and packaging typically results in higher margins for the retailer.

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