Amazon Saver offerings range from crackers and cookies to canned fruit and condiments. Credit: Amazon.

Leading US e-commerce retailer Amazon has introduced a new private-label brand aimed at providing cost-effective grocery options for consumers both in-store and online.

The brand, named Amazon Saver, features a variety of staple food items, with most products priced below $5. Prime members can enjoy an extra 10% discount on these goods.

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The launch of Amazon Saver adds to the company’s portfolio of private-label brands and is part of its strategy to enhance value for shoppers.

The rollout of Amazon Saver begins with a selection of products, with plans to expand the line to more than 100 items.

In parallel, Amazon has expanded the Prime savings programme at Amazon Fresh stores and online, significantly increasing the number of grocery items eligible for discounts. More than 3,000 products will now offer greater savings for Prime members.

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To improve the online shopping experience, Amazon Fresh has updated its website interface, streamlining navigation and introducing new features such as repeat items and recurring reservations. These tools are designed to save time and customise the shopping process.

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The updated Amazon Fresh online storefront also introduces themed shopping zones and a simplified category-based browsing system, mirroring the in-store shopping experience.

Amazon Fresh continues to offer convenient pickup and delivery options for online shoppers, with free pickup available at Amazon Fresh locations and home delivery services.

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.”

In early September 2024, the company launched the generative AI-powered conversational shopping assistant Rufus in the UK. It is designed to offer more relevant customer searches.