Amazon Fresh_JWO Signage

Source: Amazon

Amazon has launched a major price reduction campaign across all 19 of its UK physical stores.

More than 200 products – both branded and from Amazon’s own-label ranges – have been reduced in price, in some cases by up to 20%.

The move has been made to “help customers save on their home essentials whilst the cost of living crisis puts further pressure on household costs” the company said.

As well as brands Ben’s Original and Yorkshire Tea, there are reductions on own brand ‘by Amazon’ products across all categories.

The move will “help our customers save on groceries” said Amazon UK country manager John Boumphrey, who urged shoppers to head to Amazon Fresh stores “and look for one of our price cut deals on everything from everyday essentials to your favourite brands”.

It follows Amazon in July launching a price-matching scheme with Tesco’s Clubcard prices for its online Amazon Fresh offering.

The company said the online price match would include hundreds of everyday grocery items, from fresh produce to meat and fish, “matched and locked” to Tesco Clubcard deals every week.

“This is one way that we’re helping customers get great value and convenience with groceries delivered at home with Amazon Fresh,” said Amazon Fresh director Russell Jones at the time. “Improving our shopping experience and giving Amazon Fresh customers even more for their money are key priorities for us.”

The Fresh stores have run major promotions in the past too, in July offering all Amazon Prime members a 25% discount on their in-store shopping basket total.

Amazon – the second-biggest retailer in the world after Walmart – was reported in August to be hitting the skids on the rollout of its checkout-free Fresh stores in the UK. Citing a source close to the project, The Sunday Times reported the search has been called off for new locations, and talks have been abandoned on dozens of sites.

It is understood the rollout slowdown is a result of lack of footfall at the stores, the first of which to open outside of London launched in Sevenoaks in June.

The company’s overall physical store sales are growing – up by 12.5% in Q2 versus the same quarter in 2021 – but these sales are chiefly driven by Whole Foods stores in the US.