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Wag, a band of abrade accessible alone to Prime members, launched this week.

It comes in two sizes: 5 pounds for $12.99 and 30 pounds for $44.99. There’s additionally a 15-pound best for puppies for $26.99. Flavors accommodate chicken, beef and lentil, and salmon.

Amazon (AMZN) will activate with dry dog aliment and add articles later, agent Nell Rona said.

Wag adds to Amazon’s rapidly accretion clandestine characterization line, which includes AmazonBasics domiciliary products, Wickedly Prime food, Stone & Beam appliance and Presto charwoman products.

In the aforementioned way Amazon’s acquirement of Whole Foods affected bottomward prices in supermarkets, Wag will accent amount antagonism amid pet aliment retailers, abnormally online, AllianceBernstein analysts said in a address on Thursday.

Related: As Whole Foods merges with Amazon, bounded suppliers watch and anguish

Pet aliment is an adorable market: Americans spent $32 billion on it aftermost year, according to AllianceBernstein.

“Pet owners are added examination their pets as a allotment of the ancestors and are attractive for articles that are agnate to their own bistro preferences,” Morgan Stanley analyst Matthew Grainger said in a address aftermost month.

Pet aliment is growing faster than the broader packaged aliment industry, led by owners accommodating to buy higher-priced foods with accustomed capacity for their pets.

Related: Consumers acerb

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