AmazonFresh CHEAPER Than Britain’s Big Supermarkets

Tom Kelsey
12th January 2018, 12:00 PM
  • Comparison on popular groceries reveals it’s cheaper than competitors
  • Almost 20% cheaper than Sainsbury’s
  • But only available to certain postcodes

AmazonFresh is rivalling Britain’s biggest supermarkets. Image: Getty

Shopping with Amazon Fresh for your weekly groceries is up to 20% cheaper than some of Britain’s biggest supermarkets.

A study by consultancy firm Oliver Wyman, price checked 50 common groceries to compare AmazonFresh’s costs to a regular supermarket, and found the online retailer to be cheaper.

The growth of the online supermarket reflects the trend of shoppers choosing to go online, rather than the high street.

Amazon Fresh launched in 2016, and has rapidly expanded across the UK since.

It sells grocery items, products from the main Amazon site, and products from local shops and market places.

The survey by Oliver Wyman took into account both own-label products and popular branded products to get the results.

It found that AmazonFresh is 11% cheaper than Tesco, 12% cheaper than Ocado, 15% less than Morrisons, and 19% less than Sainsbury’s.

Nick Harrison, a retail partner at Oliver Wyman, said, “I don’t think the supermarkets are as aware as they might be, because AmazonFresh is still relatively small, and it’s only available in a smallish number of locations.

“This survey proves that Amazon has long-term and very serious ambitions in the grocery sector.”

The biggest difference in price was between branded products, where Amazon consistently undercut its’ competitors.

AmazonFresh is available as part of the retailers Prime service, so it costs £79 a year.

The brand recently changed its’ delivery policy- orders over £40 are free, but under this will cost £7.

AmazonFresh is also only available in 302 postcodes in London, Surrey, Hertfordshire, Hampshire, and Bedfordshire, and offers same day deliveries.

There is also the prospect of Amazon soon expanding into the north of England, through their partnership with Morrisons and northern supermarket chain Booths.

Budget supermarkets like Aldi and Lidl are still cheaper, and are growing after having a record breaking 2017.

For great Amazon deals, head to their merchant page on LatestDeals.co.uk

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