BIIThis story was delivered to BI Intelligence "E-Commerce Briefing" subscribers. To learn more and subscribe, please click here. Amazon started to sell private-label coffee and baby food on its website this week, though the products will only be available to Amazon Prime members. The company is offering whole-bean and ground coffee under the Happy Belly label, while its bottled baby food will be sold under the Mama Bear label, according to the Wall Street Journal. These are not the first private-label brands to be sold by Amazon, as it launched Elements last year.