Dive Brief:
- Amazon announced Tuesday three updates to its Amazon Fresh brand, including the launch of Amazon Saver, a new value-focused private label line, and more discounts for Prime members shopping in-store and online.
- The grocer also revamped its online storefront to make navigating and accessing features like repeat items and recurring reservations easier.
- These moves are the latest in a slew of updates Amazon has made to its grocery operations — particularly Amazon Fresh — over the past year.
Dive Insight:
Amazon’s newly launched “no-frills” private label line along with its expanded Prime savings opportunities highlight the company’s efforts to be an affordable grocery shopping destination.
Amazon Saver includes items aimed at helping “grocery budgets go further,” according to the announcement, and includes crackers, cookies, canned fruit, condiments and other grocery essentials. Most items are priced under $5 and Prime members can get an additional 10% off.
Amazon started the rollout of Amazon Saver with several products and plans to add more than 100 additional items to the brand over time, the press release noted, but did not specify a timeline.
Amazon also expanded Prime savings to more than 3,000 grocery items sold in-store and online at Amazon Fresh.
The Prime discounts include:
- Up to 50% off a weekly rotation of eight to 15 grocery items, including fresh produce, proteins and pantry staples.
- 25% off over 1,200 rotating Prime-exclusive grocery and household items.
- 10% off all Amazon private brands, including Aplenty, Amazon Fresh, Amazon Kitchen, 365 Whole Foods Market, Happy Belly and Amazon Saver.
Along with bolstering its ways for customers to save, Amazon Fresh also debuted a simplified online storefront that highlights convenient shopping features.
The newly revamped online marketplace makes it easier for shoppers to use its repeat items feature, which allows customers to select their frequently purchased items to get automatically added to their carts, as well as the recurring reservations tool that enables shoppers to set their preferred day and time windows for weekly grocery pickup and delivery.
Amazon also created “intuitive shopping zones” that group products by themes, from exclusive Prime deals to seasonal favorites. The grocer also has dedicated digital aisles for grocery items by category.
Throughout 2024, Amazon has worked to make its grocery offerings stand out, focusing primarily on affordability. The company debuted two new grocery subscriptions for Prime members and customers using EBT this year, with the monthly subscription option focused on “flexibility and lower upfront costs” and the annual plan offering “the best savings,” according to Amazon.