Amazon's Soap.com Now Sells Groceries

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October 25, 2011

There’s a new and fast growing grocer online now that Soap.com is selling non-perishable foods.

The Soap.com division is offering more than 10,000 branded grocery items for sale. The site is part of the Quidsi family of brands that include the cosmetics site Beautybar.com, baby products retailer Diapers.com, Wag.com pet products and Yoyo.com toy shop. All of the websites are owned by Amazon and the addition of groceries helps cement the retailer as a solid competitor to mass market discount chains and grocery stores.

Soap.com's food selection is similar to that of a non-perishable selection of a large supermarket for  up to 20 percent less, the company is promoting on its web site. Most of the products are not available in single counts and are only available in bulk orders of two or more units. But as with all of Amazon’s offerings, the items are available for home delivery with free shipping on orders of $39 or more.

Brands on the site include Cheerios, Kettle Chips, Senseo, and Celestial Seasonings Tea, as well as hard-to-find items from The Gluten-Free Pantry, Eden Foods Organic and Energ-G Foods.

Amazon purchased Diapers.com for $500 million in November 2010. Since then, it has added new product categories and grown Quidsi at a rapid clip. The grocery focus may be on national brands for now, but Amazon is clearly angling to grow its position in all retail categories. Could private label be next?

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