Amazon claimed a second successive Grocer 33 pricing win as we ran the rule over the UK’s online grocery delivery services.
Last time out in May, Amazon’s victory could be traced to a flurry of promotional activity. This time, it still had the most products on offer with 16, but this was only one more than Asda, Tesco and Waitrose and two more than Sainsbury’s.
At £73.51, Amazon undercut second placed Asda by £3.91, making it 5.3% cheaper than the Leeds-based supermarket. Amazon was cheapest for 21 items and exclusively cheapest for five. Alongside the braeburn apples, Amazon was exclusively cheapest for four branded lines: the Ella’s Kitchen pouch, the Fox’s Party Rings, Mr Kipling French Fancies and the Warburtons fruity buns.
In contrast, Asda offered the lowest price for 13 items, with its only exclusively cheapest item was the button mushrooms.
Sainsbury’s came in 10% more expensive than Amazon at £80.86, a difference of £7.35. It offered the lowest price for 12 items and was exclusively cheapest for the Copella juice and romaine lettuce hearts.
It was a similar story at Tesco, which came in £7.89 more expensive than Amazon at £81.40. Tesco was cheapest for 14 items and exclusively so for the chicken mini fillets, Nairn’s oat biscuits and raspberries. Morrisons was almost £10 more expensive at £83.43.
Just 50p separated our second guest retailer Ocado and former bedfellow Waitrose. Both, however, were comfortably more than £10 more expensive than Amazon. Ocado was £12.95 pricier than the world’s biggest retailer, while the gap between Amazon and Waitrose was £13.45.
Both Ocado and Waitrose only managed to match the lowest price for three items. Neither was exclusively cheapest for any of the products on our list.
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