Amazon Expands Its Private-Label Portfolio with New Discount Line.

On Tuesday, Amazon Fresh unveiled Amazon Saver, a new private-label brand featuring over 100 products, the majority priced under $5. This launch is part of Amazon’s broader strategy to enhance its grocery offerings.

In addition to introducing Amazon Saver, Amazon, the parent company of Amazon Fresh and Whole Foods, announced an expansion of its Amazon Prime loyalty program. The updated program will include a weekly rotating selection of eight to fifteen products available for up to 50% off, as well as over 1,200 Prime-exclusive grocery and household items at 25% off.

Furthermore, customers can enjoy a 10% discount on more than 1,700 products from various Amazon private-label brands, including Aplenty, Amazon Fresh, Amazon Kitchen, 365 by Whole Foods Market, Happy Belly, and now Amazon Saver.

“With expanded Prime member savings, the introduction of the new Amazon Saver brand, and simplified online shopping, it’s now easier than ever to get your weekly grocery shopping done on a budget with Amazon Fresh—whether you’re browsing the aisles or filling your online cart,” stated Claire Peters, worldwide vice president of Amazon Fresh, in a press release. These deals are accessible both in-store and online.

The cost of a Prime membership is $14.99 per month or $139 annually. Amazon describes the new “no-frills” private-label brand as offering a diverse selection of products, including crackers, cookies, canned fruit, condiments, and more.

This product launch aligns with Amazon’s strategy of opening new stores across the country. After a hiatus in 2023, the company resumed store openings earlier this year, most recently launching four locations in a single day in late August. These new stores are located in Bensalem, Pennsylvania; Roseville, California; Lodi, New Jersey; and Tinley Park, Illinois, following previous openings in Eatontown, New Jersey, in June and Arlington Heights, Illinois, in July. Currently, Amazon operates 49 locations across the U.S.