Edge by Ascential has conducted a price comparison analysis matching a minimum of 3,800 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)
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?
As with previous price comparison studies, Amazon’s prices were cheaper than all leading rivals in the analysis. With price gaps of 9.3% and 17.2% respectively, Asda and Waitrose remained the closest and furthest in price to AmazonFresh.
The price gap between AmazonFresh and other retailers reduced for nearly all the retailers except Asda (+0.6%). Sainsbury’s enjoyed the largest reduction in price gap between its own and Amazon’s prices, surpassing Tesco and becoming the third-closest retailer in price to AmazonFresh in the period since our previous analysis.