Amazon launches budget grocery brand, offers new Prime grocery perks
Amazon is focusing on value with its latest private label brand and expanding the savings Prime members receive on grocery orders.
The company is launching Amazon Saver, which it calls a “no-frills” grocery essentials brand with most items priced less than $5. The assortment, which includes products such as crackers, cookies, canned fruit and condiments, is available in-store at Amazon Fresh and Whole Foods Market as well as online.
Amazon started the rollout of its new private label brand out with several products, with plans to add more than 100 items over time. Amazon Prime members can get an additional 10% off these products.
Amazon enhances Prime savings at Amazon Fresh
Amazon is also expanding its Prime savings program at its high-tech Amazon Fresh grocery format, both in-store and online, offering greater savings on more than 3,000 grocery items for Prime members beyond the hundreds of items at 10% off previously made available at Amazon Fresh.
This new offer includes up to 50% off eight to 15 grocery items that rotate each week, including fresh produce, protein, and pantry staples; 25% more than 1,200 rotating Prime-exclusive grocery items and household goods from top brands; and a standard 10% off more than 1,700 products from Amazon private label brands including Aplenty, Amazon Fresh, Amazon Kitchen, 365 by Whole Foods Market, Happy Belly and Amazon Saver.
[READ MORE: Amazon Fresh cuts prices on rotating basis]
In addition, following the successful launch of its monthly grocery delivery subscription benefit in April 2024, in August Amazon introduced an annual plan of $99.99 per year for the benefit that provides Prime members unlimited free delivery on grocery delivery for orders over $35 across Amazon Fresh, Whole Foods Market, and a variety of local grocery and specialty retailers on Amazon.com.
Anyone can join Prime for $14.99 per month or $139 per year or start a free 30-day trial if eligible.
Amazon simplifies Amazon Fresh online shopping
Amazon is streamlining the Amazon Fresh digital experience with quick access to customizable shopping tools, such as the Recurring Reservations advance scheduling feature for weekly grocery orders.
In addition, a new navigation feature is designed to let customers click between categories aisle-by-aisle, replicating the brick-and-mortar shopping experience.
"We're always looking to make grocery shopping easier, faster, and more affordable for our customers," said Claire Peters, worldwide VP of Amazon Fresh. "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.”
