Amazon intros private-label brand

Amazon is offering new, exclusive discounts for Prime members shopping in-store and online at Amazon Fresh, a new private-label brand, and enhancements to the online experience.

"We're always looking to make grocery shopping easier, faster and more affordable for our customers," said Claire Peters, worldwide vice president of Amazon Fresh. "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.”

Amazon is rolling out an expansion of its exclusive Prime savings program at Amazon Fresh, both in-store and online, offering greater savings on more than 3,000 grocery items for Prime members—far beyond the hundreds of items at 10% off previously made available at Amazon Fresh.

[Read more: Amazon Fresh offers grocery delivery to customers who are not Prime members]

This new offer of exclusive Prime savings on 3,000 or more items includes:

• Up to 50% off eight to 15 grocery favorites that rotate each week, including fresh produce, protein and pantry staples.
• More than 1,200 rotating Prime-exclusive grocery items and household favorites from top brands 25% off.
• Over 1,700 products from Amazon private-label brands always 10% off—including Aplenty, Amazon Fresh, Amazon Kitchen, 365 by Whole Foods Market, Happy Belly and the company’s newest offering, Amazon Saver.

From fresh produce, proteins and frozen food to beverages, snacks, pastas and more, Prime members can now save on even more grocery items from Amazon Fresh. Anyone can join Prime for $14.99 per month or $139 per year, or start a free 30-day trial if eligible at amazon.com/prime.

Amazon also is introducing Amazon Saver, its new no-frills brand that will help grocery budgets go further. From crackers and cookies to canned fruit and condiments, Amazon Saver offers affordable grocery essentials both in-store and online. Most Amazon Saver items are priced under $5, and Prime members can get an additional 10% off these products.

Amazon has started to roll this new private label out with several products and will add more than 100 items to the Amazon Saver selection over time.

Amazon continues to make improvements to its Amazon Fresh online shopping experience to neighborhood grocery stores or customers’ devices. The company said it has simplified the storefront to create a clean, intuitive browsing experience focused on customers’ needs.

[Read more: Amazon intros two-hour delivery from Rite Aid in New Jersey, California]

The Amazon Fresh storefront provides quick access to shopping tools that can be tailored for each customer, such as Amazon’s repeat items feature, which saves customers time building their grocery carts by allowing them to select frequently purchased items to automatically add to their carts. Customers also can use recurring reservations , which allows them to set their preferred day and time windows for weekly grocery pickup and delivery. Amazon also has created intuitive shopping zones that group products by theme—from can't-miss weekly and exclusive Prime member deals and seasonal favorites, to dedicated digital aisles that let customers browse a broad assortment of grocery items by category. The new navigation makes it easy to hop between categories aisle-by-aisle with a simple click, replicating the physical shopping journey in store.

The company provides all customers shopping online the option of picking up their groceries for free at one of its Amazon Fresh locations or having those grocery items delivered right to their doorsteps. Customers can view grocery and delivery pickup options by visiting amazon.com/fresh .