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:
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%