Amazon is consolidating its grocery brands into a $5-and-under essentials line, betting that value staples can attract cost-conscious shoppers and finally give it traction in the notoriously low ...

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Amazon says most of the 1,000-plus items in its new budget-minded grocery brand cost less than $5 as it tries to woo cost-conscious shoppers.

Amazon is targeting "price-conscious" shoppers with the launch of a new brand featuring hundreds of items priced under $5. The online retail giant officially unveiled Amazon Grocery on Wednesday, Oct.