Amazon has launched an own-brand budget-friendly food line called Amazon Saver in its latest grocery drive.
The online retailer has so far only debuted this new range in the US, offering exclusive discounts over a selection of grocery essentials both in-store and online.
From crackers and cookies to canned fruit and condiments, most products will be priced under £3.83 ($5). The retailer added that it is due to roll out more than 100 products to this new private label over time, while providing exclusive discounts for Prime members across over 3,000 products.
Amazon Fresh worldwide vice president Claire Peters said: “We’re always looking to make grocery shopping easier, faster, and more affordable for our customers.
“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.”
Alongside this new range, the online retailer is ramping up its Prime saving programme, offering greater savings on more than 3,000 grocery items for Prime members — a significant expansion from its previous offerings across hundreds of products.
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It’s new value range follows in the wake of a series of private-label lines such as Aplenty, Happy Belly, Amazon Kitchen and 365 by Whole Foods Market, and the first marketing campaign for its own-brand range, byAmazon, which debuted in October last year.
Sharing his thoughts on social media platform LinkedIn, Global Data managing director and retail analyst Neil Saunders described the new line as a distinct step apart from its previous ranges”.
He said the new Amazon Saver label provides “some sharper opening price points across key categories.”
“It makes sense because, after years of high inflation, consumers are laser like focused on value when they are grocery shopping. That’s one of the reasons there has been a migration to store own brands across many categories. Amazon still has big ambitions in grocery, so it needs to jump on this bandwagon as well as sharpen its value for money position.”
Saunders added: “Success depends on price points being genuinely competitive, but also on communicating these well in stores and online. It is also important that the new brand establishes a reputation for reasonable quality. Consumers do not want cheap products; they want good products with low prices.”
