FMCG UK Price Comparison (March 2020): AmazonFresh undercuts leading rivals by at least 5.5%

March 2020 price comparison for analysis of branded products from AmazonFresh against those from Asda, Morrisons, Ocado, Sainsbury’s, Tesco and Waitrose.

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FMCG UK Price Comparison (March 2020): AmazonFresh undercuts leading rivals by at least 5.5%

Edge by Ascential’s price comparison analysis matches a minimum of 3,538 branded products from AmazonFresh against those from Asda, Morrisons, Ocado, Sainsbury’s, Tesco and Waitrose.
 
The price comparison encompasses the following categories:
 
Baby
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.
 
Asda returns to be the closest rival to AmazonFresh
On March 1, AmazonFresh was at least 5.5% cheaper than its leading rivals. Asda was its closest rival returning to this position after Morrisons overtook it two months ago. Asda’s average price difference to AmazonFresh fell from 7.2% to 5.5%. 

Morrisons slipped to third closest rival to AmazonFresh as Sainsbury’s price difference fell to 8.4% ahead of Morrisons’ 8.5%. Waitrose was the only retailer, besides Morrisons, that had a greater average price difference than two months ago, moving from 14.9% to 15.4%
 

Sainsbury’s fall in average price difference was clear to see, AmazonFresh was cheaper on 42.5% of products on March 1, down from 48.6% two months ago. The percentage of price matches it had to AmazonFresh rose from 29.7% to 38.9%.

The percentage of price matches between AmazonFresh and Asda increased by 1.7%, while the percentage of products where AmazonFresh was cheapest fell. 
 

Sainsbury’s price gap rose across all categories except Baby, but it was Grocery and Health & Beauty that made the most difference. The price gap in Health & Beauty rose from 12.9% to 20.6%. Grocery only rose by 3.3% to 9% but it had a similarly large effect due to the category being much larger.
 
These categories were also the most influential in Morrisons price gap reduction. In Health & Beauty it fell 6.1% to 13.1% and in Grocery it fell just 1.1% to 5.2%. There was not a huge change in Grocery particularly for Asda, Ocado and Tesco.

Chris Elliott
Article by:
Chris Elliott
Senior Insight Manager, Edge by Ascential
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