Price Wars 2025 - U.S. Edition

As tariff concerns weigh heavy on consumers' minds, which retailers will win the battle for affordability — and where will shoppers turn for true value?

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Last year’s Price Wars opened with a simple truth: even as inflation cooled, price anxiety never really went away. In 2024, consumers were still recalibrating after years of volatility—coping with higher living costs, softening job markets, and a lingering sense of financial fragility. Now, in 2025, the story has taken a new turn. Inflation has eased, but tariffs have taken its place as the next big force reshaping household budgets and retail pricing.

For the 9th consecutive year, Profitero+ conducted a Price Wars study, which compares item-level price competition across the U.S. online retail landscape. The study compares the everyday online prices on over 10,000 items in 16 categories across 23 leading retailers, including Amazon, Walmart, Target, and specialists like Chewy, Best Buy, and Sephora.

Get a copy of this report to understand where shoppers expect to find the best deals ahead of the holiday season, which categories are the most competitive, and which retailers have earned the highest low price reliability.

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