Amazon has slashed thousands of prices as it redoubles its attempt to make inroads in the UK grocery market.
Amazon began its campaign at the end of March when it lowered prices on 4,315 items, or 45% of the products available on Amazon Fresh, with an average discount of 16%.
New analysis of Assosia data by The Grocer show that it is now as cheap or cheaper than Tesco, Asda, Morrisons and Sainsbury’s for nearly two thirds of the 2,313 products stocked by Amazon and at least one full-range supermarket.
Two months ago, Amazon Fresh was cheapest for 35.9% of 2,406 baby, bakery, drinks, ambient, fresh and frozen food items and within that exclusively cheapest for 18% of SKUs, including multibuys and loyalty discounts.
This week [5 May 2026] it offered the cheapest price for 64.9% of 2,313 SKUS, including 22.8% of items where it was exclusively cheapest.
Amazon’s price cuts mark a new tactic in its attempt to crack the UK grocery market. It currently has a 1.9% market share [Worldpanel Plus by Numerator 12 w/e 19 April 2026] and has achieved this despite not yet offering full national coverage for Amazon Fresh deliveries.
The US giant shuttered its 19 physical Amazon Fresh stores at the end of last year, with five reopening as Whole Foods Market stores. It had earlier pared back the regions covered by Amazon Fresh for online deliveries to London, Nottingham, Manchester and Liverpool.
Amazon said its online grocery business grew twice as fast as the rest of the business last year, and that nearly one in three items bought on Amazon.co.uk were grocery or household items.
It added that it planned to expand the reach of Amazon Now – which promises deliveries in under 30 minutes – beyond parts of London in coming months. It has also expanded delivery partnerships with Morrisons, Co-op, Iceland, and Gopuff.
The company said it was committed to providing customers with great value through the lowest prices every day.
In its Q1 earnings call on 29 April, Amazon CEO Andy Jassy said that perishable sales in the US had grown 40-fold year on year and made up nine of the top 10 most-ordered items for same-day delivery where the service was available.
Amazon is currently under investigation by the Groceries Code Adjudicator (GCA) over whether it has breached the Groceries Code by delaying payments to suppliers. In the latest league table of compliance rankings, Amazon was again firmly bottom of the table, but its score had improved to 69% of its suppliers reporting that it “consistently” or “mostly” followed the code.
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