By Jonathan Davies

Amazon could be about to launch its own brand of food products, according to the Wall Street Journal.

Amazon first launched an own-brand product, nappies, in December, but is now planning to sell everyday food and drink items like milk and cereal as part of an expansion of its Elements business.

The Wall Street Journal said that Amazon earlier this month filed for trademark protection on more than 24 products including coffee, soup, pasta, water, vitamins, dog food, razors and cleaning products.

It is understood that Amazon will only package the product, with third parties responsible for producing them.

The Elements products are only available to Amazon Prime annual members.

“The two things customers told us they want are premium products that meet their high standards, and access to information so they can make informed decisions,” said Sunny Jain, Amazon consumables vice-president, at the launch.