Amazon didn’t become Amazon by ignoring consumer trends. Grocery store prices remain high even as inflation falls — and the world’s largest e-commerce platform is looking to capitalize.

On September 10th, the company announced the debut of Amazon Saver, an exclusive, no-frills, in-house brand that ABC New reports Amazon launched as a direct challenge to Walmart and Target.

The new label includes more than 3,000 grocery essentials offered through Amazon Fresh, most of which sell for less than $5 — but Amazon upped the ante even further.

Members get up to 50% off on eight to 15 products that rotate weekly, including pantry items, protein and produce. They also enjoy another 10% off on hundreds of products across Amazon Fresh, including items from the new Amazon Saver line.

But is it hype, or will Amazon’s exclusive new Saver brand really give Walmart’s and Target’s in-house labels a run for their money? In several cases — like the following grocery essentials — the big box stores seem to have a fight on their hands.