Amazon gibt Aldi-Preis für Lebensmittel auf: Eigenmarke „Our Essentials" wird teurer – Sortiment ausgebaut – US-Konzern fährt dreistufige Private-Label-Strategie in Europa.

Amazon has increased the prices for its own brand "Our Essentials" and is now above the level of discounters. At the same time, the label is being promoted more strongly. Amazon's strategy has changed as the company is now testing higher prices for its entry-level range. However, customers can receive a discount if they subscribe to a paid Prime membership and purchase own-brand consumer goods for 50 euros. The own brand "Our Essentials" continues to gain importance and the range now includes 138 products. Amazon plans to further invest in its private label strategy and introduce umbrella brands in other markets. [Extracted from the article]

Amazon hat die Preise für die Food-Handelsmarke „Our Essentials" erhöht. Sie liegen nun über dem Niveau der Discounter. Gleichzeitig rückt der US-Konzern das Label stärker ins Rampenlicht. [ABSTRACT FROM AUTHOR]