11 Factors in the BigBasket vs Amazon Fresh Battle

6. Product range and private labels

Product assortment is where loyalty often forms. BigBasket has built a sizable private-label portfolio that now contributes more than one-third of revenue and is targeted to reach about 40–45 percent in time (Martini.ai, 2025). That helps with margin control and gives customers affordable alternatives to national brands. BigBasket also experiments with Fresho stores to strengthen fresh produce offerings and increase customer trust in perishables. Amazon Fresh typically mixes national brands, regional suppliers, and private labels, and benefits from Amazon’s broader vendor base and demand signals for assortment planning. But limited public detail about Amazon Fresh’s India private-label strategy means we must be cautious about direct comparisons. For shoppers, the practical advantage is choice: a strong private-label range often brings predictable quality and price. For retailers, private labels are an important lever to differentiate and build margin to support faster fulfilment economics.