Amazon has launched a number of services for customers who would not like to venture out to a grocery store, instead they can have perishable items delivered to them from the comfort of their couch. If a new report is to be believed, Amazon is working on bringing its own brand groceries to customers. It will be the company’s own line of perishable goods that customers will be able to order with just a few taps.

According to the report Amazon is in discussions with private-label companies such as TreeHouse Foods to team up with on this project and help out with the product design.

The Wall Street Journal says that Amazon’s own brand groceries will initially only be offered in cities where its AmazonFresh service is available, the cities include New York, Los Angeles, Seattle and San Francisco.

Amazon is already aggressively promoting the AmazonFresh service, last week it announced that it will work with local partner stores in Manhattan to deliver baked goods, meals and groceries.

The world’s largest online retailer would face off against the likes of Walgreens and Targets if it goes down this road, not to mention local stores in neighborhoods in these cities. It remains to be seen though if customers find Amazon branded groceries of suitable quality, or if they decide to get these products elsewhere.

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