Amazon hammered the discounts as it attempts to make inroads into the UK grocery market during the golden quarter. The online giant was more than 11% cheaper than any other retailer for our weekly shop of 33 items.
Amazon Fresh defied inflation to sell a £71.52 basket that cost 16.9% less than a year ago. As many as 20 items were on a price-cut promotion, which slashed the total by 21.8%.
In total, Amazon had the lowest price on 25 items, including two for which it was exclusively cheapest: the sugar snap peas and Sacla’ pesto.
Ocado (£81.02), this week’s other guest retailer, provided the second cheapest basket, although it was £9.50 pricier than Amazon. Its edge over traditional retailers came not from consistently low prices – it was cheapest for six items – but from promotions totalling 15.6%, including on the Costa instant coffee and New York bagels.
Those promos meant Ocado’s basket cost 9% less than a week ago, 8.4% less than a month ago and 2.3% less year on year.
Second, third and fourth place were extremely close. Asda (£81.86) had no exclusively cheapest items this week, but matched 16. It was 14.5% pricier than Amazon.
Sainsbury’s was just 20p behind (£82.06). Savings of 13.6% for Nectar members were the highest after the online guest retailers and included the cheapest Rowntree’s Randoms and Hovis loaf.
Tesco (£84.34) was beaten into fifth place and was 17.9% dearer than Amazon. It was exclusively cheapest for the coffee and Cathedral City cheddar.
Morrisons (£87.72) had the smallest promotional savings and the highest annual inflation of 8.9%.
Waitrose (£98.69) matched the lowest price on just one SKU, the Method cleaner. It was 38% pricier than Amazon and 21.8% more than Ocado.
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