Price comparison between Amazon and supermarkets for baby products in the UK 2020

AmazonFresh is a relatively recent grocery delivery venture offered to Amazon Prime members. In addition to selling fresh food and groceries as the name suggests, AmazonFresh also has household products among its product range. With such incentives as same-day and free delivery on placed orders, Amazon Fresh now poses as a serious competitor in the grocery retail landscape.

An analysis that looked at the prices available on AmazonFresh and traditional UK supermarket retailers in the baby products category showed varying degrees of price difference. As of January 1, 2020, baby products at Asda were closest to Amazon prices, with only a 7.4 percent difference between them. Waitrose, an upmarket grocery retailer, was by 22.2 percent more expensive than AmazonFresh when it came to baby products available in each retailer's stock.

Percentage difference between AmazonFresh and supermarket retailer prices of baby products in the United Kingdom (UK) as of January 2020

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Release date

January 2020


United Kingdom

Survey time period

January 1, 2020

Supplementary notes

The source took into account 459 products in total in the baby category available in the supermarket retailers listed. The individual number of products was as follows for each retailer: Asda (68); Morrisons (58); Ocado (150); Sainsbury's (74); Tesco (68); Waitrose (41).
The comparison looked at prices as advertised on January 1, 2020 and did not include own brand SKUs.

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Statistics on "Baby care market in the UK"

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