This week’s online price comparison survey compares Amazon Fresh and Ocado with the usual roster of full-range supermarkets.
At £78.55, Amazon’s basket was 7.7% cheaper than its nearest rival. Two-thirds (22 SKUs) were on price-cut promotions, which subtracted 19.5% from its total. Amazon expressed its savings as granular percentage discounts, rather than the saving in pounds. It tied with Asda for the cheapest Yeo Valley milk: Asda shows a Rollback from £3.15 to £2.24, while Amazon advertises 20% off.
Its seven exclusively cheapest SKUs included Kellogg’s Rice Krispies Squares on a save 27% promotion, St Pierre crêpes on 17%, and Ramona’s houmous on 14%. Across the basket, Amazon’s deep investment in promotions meant it was a gravity-defying 13.3% cheaper than a year ago.
Tesco came in second place at £85.09 – the second time it has beaten Asda on price in the past three weeks. It was also the only other retailer to show deflation year on year, at 1.6%.
Asda (£86.98) sold the cheapest couscous, Dove antiperspirant and watermelon, but was 10.7% more expensive than Amazon overall.
Morrisons (£89.70) cost 14.2% more than Amazon. Only its Gü desserts, on a price-cut promotion, were exclusively cheapest.
Sainsbury’s (£92.15) had the biggest annual inflation this week, with a basket that cost 4% more year on year.
Waitrose (£97.81) was cheapest for Options hot chocolate and price-matched Amazon for Soreen malt loaf, but was 24.5% more expensive overall.
Ocado (£98.96) was the most expensive retailer and 26% pricier than Amazon – though when its seven multibuys are included that drops to 20.6%.
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