Amazon is going after Aldi and Target with a line of 'no frills' groceries

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," Amazon said. It will be available for purchase in-store and online at Amazon Fresh.

Amazon also announced new grocery discounts for Prime members, who can now get price cuts on more than 3,000 items on top of their usual 10% discount. The new deals include up to 50% off eight to 15 grocery favorites that rotate each week, and 25% off more than 1,200 rotating grocery items from popular brands.

"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."

Anyone can join Prime for $14.99 per month or $139 per year. Prime members in more than 3,500 cities and towns across the U.S. have access to unlimited grocery delivery on orders over $35 from Whole Foods Market, Amazon Fresh, and local grocery and specialty retailers with a $9.99 monthly or $99.99 yearly grocery delivery subscription.