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Amazon Unveils House Brand “Wickedly Prime” Snack Products

From, Inc. (NASDAQ:AMZN) just unveiled its first Prime-branded suite of non perishable food items, dubbed “Wickedly Prime.”

The Seattle-based company has been testing several house brands of items over the years, but Wickedly Prime is the first to bear the “Prime” name and be primarily associated with Amazon itself. There’s even prominent Prime branding on the packaging itself.

The lineup of snack foods so far includes only a limited amount of items:

  • Wickedly Prime Sweet ‘n’ Cheesy Popcorn Mix,
  • Wickedly Prime Sweet Potato Tortilla Chips,
  • Wickedly Prime Soft Shell Almonds, and
  • Wickedly Prime Organic Tortilla Chips

Amazon will likely roll out several new food and beverage items in short order. According to’s website:

We are Wickedly Prime, and our passion to experience and share the best flavors on earth has inspired us to create a new line of distinctive food and beverages, available exclusively to Amazon Prime members.

The company also included recipe ideas for its new food items, including a snack mix, chicken pad thai nachos, and mango cheese and honey tortilla chips. It’s also offering a money-back guarantee on all of its Wickedly Prime items, which are of course only available for Amazon Prime members.

If the new products prove successful, we’ll likely see more products with Amazon-specific branding on them, as the company continues to offer shoppers more and more products that it makes itself.

Amazon shares fell $6.14 (-0.80%) to $760.20 in Friday afternoon trading. Year-to-date, AMZN has gained 12.52%, versus a 10.53% gain in the benchmark S&P 500 during the same period.

AMZN currently has a POWR Rating of B (Buy), and is ranked #11 of 44 stocks in the Internet category.

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