Most grocery stores have their own brands, even the small to medium regional stores. So this should not come as a surprise that a large store will develop its own brand.

What I do want to see is the packaging. Most items are meant to be sat on shelves, and displayed to the consumers. But Amazon items won't need to sit on store shelves (just distribution centers) and don't need the packaging to sell themselves. Will Amazon come up with novel packaging optimized for delivery, or will it be more of the same?