Amazon launches new Amazon Saver private label to help shoppers save, take on Walmart, Target [Video]

Amazon is expanding its grocery footprint, simplifying online shopping and launching a “new no-frills brand” to help consumers stretch their dollar, while taking aim at rival retail competitor Walmart.

On Wednesday, the retail tech giant, which owns Whole Foods as well as its own grocery service Amazon Fresh, announced expanded Prime member savings both in-store and online, the launch of a new private label brand, Amazon Saver, and enhancements to the online user experience.

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