Amazon Fresh is rolling out a new private label food brand and grocery savings for Prime members. Amazon Saver, currently available in the U.S., is the new house brand, which the online retailer says is to “help budgets go further.”

Earlier this summer, Walmart unveiled Bettergoods stateside, a 300-item strong collection of CPG products and what the retail giant called its “largest private brand food launch in 20 years.” North of the border, Loblaw is piloting new value-based No Name grocery stores in Ontario.

Amazon Saver includes products from crackers and chocolate chip cookies to canned fruit and condiments, with most items priced under $5. Prime members can get an additional 10% off these products.

The company says the low-cost offerings complement its existing selection of private label food brands designed to provide the best value for a range of grocery products. It has already started to roll out Amazon Saver items, and will add more than 100 SKUs over time.

“We’re always looking to make grocery shopping easier, faster, and more affordable for our customers,” says 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.”

In the U.S., the online retailer is also offering savings on 3,000 items from Amazon Fresh, including 10% off on 1,700-plus products from Amazon private-label brands. It’s also offering 25% off 1,200-plus grocery and household items from top brands and 50% off select grocery favorites that rotate weekly.