Brand View has conducted a price comparison analysis, matching a minimum of 4,253 branded products, from AmazonFresh to that of Asda, Morrisons, Ocado, Sainsbury’s, Tesco and Waitrose.
The price comparison encompasses the following categories:
- Beer, Wines & Spirits
- Grocery (Ambient, Fresh and Frozen Foods and Drinks)
- Health & Beauty
- Home Care (Household Cleaning, Laundry and Pet Care)
- Baby
The analysis only includes products where there is an exact match and does not include Own Label SKUs. This is a shelf price comparison and therefore does not include multi-buy promotions.
Results
AmazonFresh was, on average, between 14.3 and 23.4 percent cheaper than it’s supermarket rivals. It’s closest competitor was Morrisons, where AmazonFresh was an average of 14.3 percent cheaper.
Morrisons had the greatest percentage of products cheaper than AmazonFresh at 21.2 percent. However, only 22.2 percent of the compared range match the AmazonFresh price; this was significantly lower than it’s rivals – with the exception of Waitrose.
AmazonFresh had a lower price on 48.8 percent of products compared to Asda; the lowest of the retailers analysed. AmazonFresh, however, matched the price of 43.8 percent of the compared Asda products; significantly greater than any of the other retailers.
*Analysis conducted on 19 December 2017 using a London postcode.
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