Brand Intelligence Graph
Company Overview
About 365 by Whole Foods Market
365 by Whole Foods Market is an Amazon-owned private label brand sold exclusively across Whole Foods Market's 530+ US grocery stores — providing organic and natural products at value pricing relative to Whole Foods' national brand selection, covering groceries, dairy, frozen foods, household products, personal care, and supplements. When Amazon acquired Whole Foods in 2017 for $13.7 billion, the 365 standalone store concept (launched 2016 as a lower-cost Whole Foods format) was discontinued in 2019 as Amazon refocused 365 as a in-store label rather than a separate chain concept.
Business Model & Competitive Advantage
The 365 brand functions as Whole Foods' competitive answer to Kirkland Signature (Costco) and Trader Joe's private-label-driven model: a 3,000+ SKU portfolio of organics and naturals that enables Whole Foods to offer budget-accessible options for health-conscious shoppers without diluting the premium Whole Foods brand. Amazon Prime integration deepens the value proposition — Prime members receive 5% back on 365 purchases and access exclusive weekly discounts, making the brand effectively cheaper for the 200 million+ Amazon Prime subscribers who shop Whole Foods.
Competitive Landscape 2025–2026
In 2025, 365 by Whole Foods Market (Amazon, NASDAQ: AMZN) competes in the private-label organic grocery market with Kirkland Signature (Costco), Simple Truth (Kroger), O Organics (Albertsons), and Trader Joe's house brands for health-conscious value grocery spending. The key challenge is Whole Foods' persistent "whole paycheck" price perception — even 365 products price above conventional store brands, limiting appeal to the truly price-sensitive organic shopper. Amazon's 2024-2025 strategy expands 365 in high-growth natural categories (plant-based foods, functional beverages, clean-label personal care) and deepens Prime integration to drive loyalty and average basket size at Whole Foods stores.
Key Differentiators
Emerging Innovator
365 by Whole Foods Market is an emerging player bringing innovative solutions to the Consumer Food & Beverage market.
Frequently Asked Questions
Estimated Visibility Trend (Beta)
Simulated 8-week rolling score
Based on estimated brand signals. Historical tracking coming soon.
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