Amazon goes after Aldi, Target with ‘no frills’ grocery line [Video]

Amazon is launching a new line of budget-friendly groceries in an attempt to attract shoppers who don’t care about brand names away from stores like Aldi and Target.

The new line, Amazon Saver, is described as a “no-frills” private label brand that will help grocery budgets go further. Most Amazon Saver items are priced under $5, and Prime members can get an additional 10% off, the retailer said.

While Amazon has several private label food brands, such as 365 and Happy Belly, the new Saver line was designed at a lower price point “to provide the best value for a wide range of grocery products — ultimately helping customers make the most of their grocery budget,” the retailer said.

The line currently features items from crackers and cookies to canned fruit, condiments and sliced meats. More than 100 additional items are expected to be added to the portfolio “over time,” …