For AMS members, quality is a key element of their marketing strategy. They do not stock the 'low price-low quality' C-brands sometimes found in other supermarkets. However, in today's fiercely competitive retail market, discount brands are an effective way of offering shoppers excellent value for money. That is why AMS has developed an alternative marketing solution for its members: the ‘low price–good quality’ EURO SHOPPER™ discount brand.

To get the maximum synergy benefits of European-wide buying and sourcing, AMS pools the volumes of its members, making it possible for them to offer good quality products at discount prices. The EURO SHOPPER™ discount brand is therefore an integral part of the service AMS provides for its members.

The no-nonsense EURO SHOPPER™ brand design keeps packaging costs to a minimum, and the standard product specifications significantly reduce the time-to-market of all product categories.

The EURO SHOPPER™ discount range can be divided into two main categories:

National EURO SHOPPER™ products
These products are sourced by a retailer in one particular country only.
Local products are essential in order to meet the specific demands of consumers in a particular region.
International EURO SHOPPER™ products
International products are sourced by AMS for its members.
The bulk purchasing of standardized products means both AMS members and suppliers benefit from the economies of scale.