New Private Label Grocery Shakes Up Grocery Market with New Budget-Friendly Brand

Clear Facts

• Amazon has introduced a new private-label grocery brand called Amazon Saver, joining its existing brands Whole Foods and Amazon Fresh.
• Amazon Saver aims to compete with other major grocery brands by offering staples for $5 or less.
• Prime members will receive an additional 10 percent discount on Amazon Saver products, along with other exclusive savings on thousands of grocery items.

The grocery store war is heating up, and Amazon is making bold moves to secure a larger share of the market. Already a significant player with Whole Foods and Amazon Fresh, the retail giant has now launched Amazon Saver.

This new private-label brand is set to compete against other major grocery brands.

Amazon Saver was officially unveiled on September 10 by Amazon Fresh. The brand promises to be a “new no-frills brand that will help grocery budgets go further.”

Available both online and in Amazon Fresh storefronts, Amazon Saver offers a variety of grocery staples priced at $5 or less.

Customers can expect to see a range of products including crackers, canned fruits and vegetables, condiments like pancake syrup, deli meats, seasonings, and breakfast items such as coffee creamer.

Prime members will benefit from an additional 10 percent discount on Amazon Saver products.

Claire Peters, Amazon Fresh’s worldwide vice president, stated,
“Amazon Saver complements our selection of private-label brands, designed to provide the best value for a wide range of grocery products—ultimately helping customers make the most of their grocery budget.”

She added,
“We’ve just started to roll this new private label out with several products, and will add more than 100 items to the Amazon Saver selection over time.”

In addition to launching Amazon Saver, Amazon Fresh is also revamping its Prime savings program. This includes discount offerings on more than 3,000 grocery items.

One of the most exciting features is the weekly rotation of grocery favorites at up to 50 percent off. This list of eight to 15 items will be updated weekly and will include fresh produce, proteins, and pantry goods.

Moreover, 25 percent markdowns will be applied to 1,200 Prime-exclusive grocery items, with new products rotating through regularly.

Amazon will also discount more than 1,700 private-label-branded products by 10 percent. This includes brands like Aplenty, Amazon Fresh, Amazon Kitchen, 365 by Whole Foods Market, Happy Belly, and the newly launched Amazon Saver.

Peters emphasized,
“From fresh produce and proteins, frozen food to beverages, snacks, pastas, and more, Prime members can now save on even more grocery items from Amazon Fresh—from top national brands to Amazon’s own private label products.”

To make grocery shopping even more convenient, Amazon has updated its online storefront. Customers can now add frequently purchased items to their carts via the “repeat items” feature and use the “recurring reservations” feature to personalize their grocery pickup and delivery preferences.

Groceries are also organized by specific “shopping zones” to help users navigate their shopping lists seamlessly.

With these new initiatives, Amazon is clearly aiming to outdo its competitors and become the go-to destination for budget-conscious grocery shoppers.

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