Edge by Ascential has conducted a price comparison analysis matching a minimum of 3,553 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 May 1, AmazonFresh was between 7.2% and 16.6% cheaper than its leading rivals. Asda, with 5000 comparable products to AmazonFresh, was the closest in price, followed by Morrisons with a price difference of 9.9%.
Compared to our previous analysis, the average price gap from AmazonFresh reduced for all retailers, except Sainsbury’s. The price gap between AmazonFresh and Tesco reduced from 13.4% on March 1 to 11.4% on May 1, reaching the price gap observed between AmazonFresh and Sainsbury’s.