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Price comparison between Amazon and supermarkets for health and beauty 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 health and beauty products category showed varying degrees of price difference. As of January 1, 2020, health and beauty products at Morrisons were closest to Amazon prices, with only a 13.1 percent difference between them. Waitrose, an upscale grocery retailer, was by 31.5 percent more expensive than AmazonFresh when it came to health and beauty products available in each retailer's stock.

Percentage difference between AmazonFresh and supermarket retailer prices of health & beauty 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 5,685 products in total in the health and beauty category available in the supermarket retailers listed. The individual number of products was as follows for each retailer: Asda (1,016); Morrisons (838); Ocado (1,274); Sainsbury's (1,065); Tesco (985); Waitrose (507).
The comparison looked at prices as advertised on January 1, 2020 and did not include own brand SKUs.

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Statistics on "Amazon in the United Kingdom (UK)"

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