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AmazonFresh Beats UK Supermarkets on Price, by at Least 15% on Average

October 3, 2017
Written By

Profitero conducted a price comparison of 1,000 branded products (covering high level AmazonFresh categories) and matched them exactly (including pack size and flavour) to the same products on Asda, Morrisons, Ocado, Sainsbury’s, Tesco and Waitrose.

Analysis was conducted on September 29, 2017 and the AmazonFresh postal code used was W1W 6JQ.

Prices were collected online from each retailer website, and products were only included that were in stock on AmazonFresh and the individual retailer. The price reflects the actual selling price on each retailer website. These include any price promotions, but exclude multi-buy promotions. Own label brands were excluded from the analysis.

Key findings:

  • The analysis shows that UK supermarkets who sell online are between 15% and 27% more expensive than AmazonFresh on average. 

  • Morrisons had the largest selection of products priced below AmazonFresh. 13% of its products monitored in the study were less expensive than AmazonFresh.


Click here to download the complete list of products included in the analysis.

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