Amazon’s got milk

Amazon is getting into the milk business through privately owned brand Happy Belly. The Happy Belly dairy items, spotted by brand tracker TJI, include various kinds of lactose-free milk (1%, 2%, whole, fat free), half and half, and whipping cream. “If you like Lactaid, we invite you to try Happy Belly,” reads a description on a product page, which also identifies Happy Belly as “an Amazon brand.”The prices compare favorably to Lactaid. A half gallon of Happy Belly 2% reduced fat milk, for example, is currently priced at $3.29. A half gallon of the comparable Lactaid product sells for $3.88 at Walmart.