Amazon has introduced a new budget brand, Amazon Saver, in the United States, focusing on affordability in grocery shopping.
- The range includes over 100 products initially, with future expansions expected, all priced under £3.83 ($5).
- Prime members benefit from expanded savings, with discounts available across more than 3,000 grocery items.
- The launch marks Amazon’s continued foray into private-label products, positioning itself against high inflation and consumer demand for value.
- Experts view this move as a strategic step to strengthen Amazon’s competitive edge in the grocery sector.
Amazon has unveiled its new own-brand food range named Amazon Saver, aiming to provide budget-friendly options for consumers in the United States. The new line offers grocery essentials such as crackers, cookies, canned fruit, and condiments, with most items priced under £3.83 ($5).
Further expansions are anticipated, as Amazon plans to incorporate more than 100 products into this range over time, offering exclusive discounts for Prime members. These savings extend to over 3,000 grocery products, a significant increase from its previous offerings, aimed at enhancing the company’s value proposition in the grocery industry.
Claire Peters, Amazon Fresh worldwide vice president, emphasised the ease of grocery shopping brought about by this range, noting that it is now simpler to shop on a budget through Amazon Fresh, either in physical stores or online.
This introduction of Amazon Saver follows a series of private-label lines such as Aplenty, Happy Belly, Amazon Kitchen, and 365 by Whole Foods Market. The launch is also part of a broader marketing push for byAmazon, which started in late 2023.
Retail analyst Neil Saunders commented via LinkedIn on the significance of this development, describing it as a distinct step from previous ranges, offering sharper price points across key categories. He attributed this strategy to high inflation and the increasing consumer focus on obtaining the best value while grocery shopping.
Saunders also stressed the importance of competitive pricing and effective communication of this pricing both in stores and online. Additionally, he highlighted the need for Amazon Saver to establish itself as a brand synonymous with quality at affordable prices, mitigating the traditional consumer perception that cost equals quality.
Amazon’s launch of the Amazon Saver range reflects its strategic enhancement of value offerings amidst growing consumer demand for budget-friendly options.
