Amazon has officially added organic baby foods to its grocery and healthful food offerings, allowing customers to shop by brand, ingredient, and price.
The company said the move will bring more transparency to its organic grocery options, and is helping drive down the price of organic foods by 20 percent.
Amazon’s organic baby formula, baby formula mix, baby food and baby carrier will now all come in both organic and non-organic varieties.
This is in addition to the company’s previous offer for infant formula and baby food, which has been limited to the brand name and organic ingredients.
The move will also bring more variety to the marketplace, with Amazon’s Baby Food Store in some cities offering a variety of brands and ingredients, including vegan, non-dairy, and gluten-free.
In addition, Amazon is also adding a new category of baby foods, Baby Food Mixes, that are sold in baby food packs.
The first wave of new products announced today will be the first to be released in the United States and Canada, with others planned for Australia, Brazil, the United Kingdom, the Philippines, Spain, and Turkey.
Amazon is currently rolling out a list of the most popular brands of organic baby products in the US, Canada, and the UK, with more to follow.
The announcement comes as Amazon has been under fire for being slow to respond to food safety concerns, including its failure to test its products for foodborne illness.
The grocery giant has been slow to add a full organic baby store to its online store, even after its initial commitment to add one in 2017.
In January 2017, Amazon also added a Baby Food Lab to its marketplace, a first for the company.