The new brands with names like Happy Belly, Wickedly Prime and Mama Bear will include nuts, spices, tea, coffee, baby food and vitamins, as well as household items such as diapers and laundry detergents, the newspaper reported.
Amazon will only offer these labels to its Prime subscribers, the Wall Street Journal reported, adding the first of the brands could begin appearing at the end of May or early June.
Amazon.com was unavailable for comment outside regular US business hours.
Last week, Amazon launched Amazon Video Direct for users to post videos and earn royalties with them, setting it up directly against Alphabet Inc's YouTube.
© Thomson Reuters 2016
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