Amazon Fresh

Amazon’s new offer will include hundreds of everyday grocery items, from fresh produce to meat and fish

Amazon has upped the price war ante by launching a price-matching scheme with Tesco’s Clubcard prices.

The online giant has taken a leaf out of the book of the traditional supermarkets by announcing a Tesco Clubcard Price Match on its Amazon Fresh service. It said this would include hundreds of everyday grocery items, from fresh produce to meat and fish, “matched and locked” to Tesco Clubcard deals every week.

It said the Tesco Clubcard Price Match would help customers struggling in the face of the financial squeeze and was part of a raft of initiatives to make Amazon Fresh cheaper than its rivals.

The price match will include a raft of major brands available on Amazon Fresh including Whole Foods Market, Birds Eye, Danone, Coca-Cola, Warburtons and Walkers, as well as premium products from artisan and local producers, including Gail’s Artisan Bakery, C Lidgate, and Paxton & Whitfield.

The Amazon Fresh service is currently available for Amazon Prime members in London and parts of the south east, Leeds, Sheffield, Portsmouth, Liverpool, Glasgow, Birmingham, Manchester and Newcastle.

Amazon said Clubcard Price Match was just one of several price-led initiatives on the Amazon store front, including everyday low prices, offers on premium brands such as Booths and Charlie Bigham’s, and ongoing deals on the ‘by Amazon’ private label range.

Last week the company’s 19 Amazon Fresh physical stores offered all Amazon Prime members a 25% discount on their in-store shop, as part of its Prime Day event.

“We know that our customers are looking for ways to save on their weekly grocery shopping,” said Amazon Fresh director Russell Jones.

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