Amazon adds to its private-label arsenal with discount line

Amazon Fresh launched Amazon Saver on Tuesday—a private-label brand that features more than 100 products, most of which are under $5. 

Amazon, parent company of Amazon Fresh and Whole Foods, also announced the expansion of its Amazon Prime loyalty program, including a weekly rotating selection of eight to 15 products for up to 50% off and a more than 1,200 Prime-exclusive grocery and household products for 25% off. 

Additionally, the online retail giant is offering more than 1,700 products from Amazon’s various private-label brands — including Aplenty, Amazon Fresh, Amazon Kitchen, 365 by Whole Foods Market, Happy Belly, and Amazon Saver — for 10% off. 

“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,” Claire Peters, worldwide vice president of Amazon Fresh, said in a press release. 

The deals are available both in-store and online, according to Amazon. 

Prime membership costs $14.99 per month or $139 annually. 

Amazon said the new “no-frills” private-label brand includes a wide variety of products such as crackers, cookies, canned fruit, condiments, and more. 

The new line of products dovetails with Amazon’s opening of new stores across the country. 

Following a hiatus in 2023, the company began opening stores earlier this year, most recently launching four brick-and-mortar locations in one day in late August. 

Those stores in Bensalem, Penn., Roseville, Calif., Lodi, N.J., and Tinley Park, Ill., follow the opening of locations in Eatontown, N.J. in June and in the Chicago suburb of Arlington Heights in July. 

Amazon currently runs 49 U.S. locations.