Edge by Ascential has conducted a price comparison analysis matching a minimum of 3,950 branded products from AmazonFresh to 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)
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.
How much cheaper is AmazonFresh really?
On July 1, prices on AmazonFresh were between 4.7% and 14.9% cheaper than its leading rivals. As with previous studies, Asda finished the closest in price, followed by Morrisons with a price difference of 7.1%.
The average price gap from AmazonFresh fell for all retailers since our last analysis in May. The price gap between Sainsbury’s and AmazonFresh experienced the biggest reduction, down from 11.4% on May 1 to 7.3% on July 1, bringing the retailer just behind Morrisons (7.1%) for average price difference from AmazonFresh.