Profitero selected 364 branded products from the top results on AmazonFresh (with equal numbers chosen across high-level AmazonFresh categories) and matched these to the same products available on Tesco, Sainsbury’s, Asda, Morrisons, Waitrose and Ocado. Pricing analysis was conducted on June 16th, 2016 and the AmazonFresh postal code used was W1W 6JQ.
Here’s what we found:
- As with the earlier launches of Amazon Prime Now and Amazon Pantry (who beat UK supermarkets on price both at launch and after launch), AmazonFresh is similarly competitive on price. Other supermarkets are, on average, 17% – 40% more expensive on the same items.
- All supermarkets were more expensive than Amazon by at least 17%, on average. Although Morrisons, Tesco, and Asda were closer to AmazonFresh’s prices, even these more competitive retailers were still 17-18% higher (see Figure 1).
- Morrisons had the largest selection of products priced below AmazonFresh. 27% of its products monitored were less expensive than AmazonFresh (see Figure 2).
Figure 1:
source: Profitero
Figure 2:
source: Profitero. Pricing analysis did not include any Morrisons own-label products that are sold on AmazonFresh.
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