FMCG UK Price Comparison (January): AmazonFresh is a minimum of 8.7% cheaper than leading rivals

Price comparison analysis matching a minimum of 3,720 branded products from AmazonFresh to that of Asda, Morrisons, Ocado, Sainsbury’s, Tesco and Waitrose.

Amazon Fresh


The price comparison encompasses the following categories:

  • Baby
  • Beer, Wines and Spirits
  • Grocery (Ambient, Fresh and Frozen Foods and Drinks)
  • Health & Beauty
  • Home Care (Household Cleaning, Laundry and Pet Care)

The analysis only includes products where there is an exact match and does not include Own Label SKUs.


How much cheaper is AmazonFresh really?

As with previous analyses, AmazonFresh was cheapest of all retailers in the price comparison study. Asda was 8.7 percent more expensive than AmazonFresh, making it the closest retailer in price once again. Waitrose was 19.5 percent more expensive than AmazonFresh, which was the biggest price gap of the retailers analysed.

While the price gap from AmazonFresh reduced for Asda, Morrisons and Tesco, it widened for Ocado, Sainsbury’s and Waitrose. Prices for Sainsbury’s, the only retailer that saw its price gap reduce in our last report, increased from 12.1 to 15.4 percent November to January.

Asda and AmazonFresh price matched on nearly 60 percent of the listings we compared; the highest percentage of the retailers analysed. Price matches between Tesco and AmazonFresh increased by 5.1 percent since November. This was at the expense of the percentage of listings both higher and lower priced in Tesco compared to AmazonFresh, explaining the marginal decrease in the average price gap between the two retailers from 15.4 to 15.2 percent.

The widening price gap from AmazonFresh that we observed for Sainsbury’s and Waitrose was mainly driven by an increase in the percentage of products cheaper in AmazonFresh and a decrease in those more expensive in AmazonFresh. 

Price matches between Ocado and AmazonFresh increased across all categories. The Baby category especially stood out with an increase in price matches from 28 to 46%. 

Although the number of listings on which AmazonFresh was less competitive than Ocado decreased significantly, from 682 in November to 293 in January, the price gap between the two retailers widened. The increase, however, was only marginal (+0.3 percent), also due to the reduction in the number of listings where AmazonFresh was cheaper than its rival 

Asda was the closest retailer in price to AmazonFresh in all categories. This was despite its widened price gap in all categories, except Beers, Wines and Spirits and Grocery, compared to November 2018. Across all retailers, Asda recorded the biggest price difference change of -1.7% since November in Grocery, which is the largest category in our analysis. 

Waitrose, on the other hand, was the least competitive retailer across all categories, except in the Beers, Wines and Spirits, where it was overtaken by Sainsbury’s. 

AmazonFresh was particularly price competitive in the Baby and Health & Beauty categories, with price gaps ranging from 15.1 to 34.5 percent from the other retailers. Compared to our previous analysis, we observed the price gap in the Health & Beauty category widen for all retailers, as well as in the Beers, Wines and Spirits category, except for Asda.

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