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FMCG Price Comparison (May): Amazon Pantry up to 10.9% cheaper than leading rivals

By Irene Bodega

Brand View has conducted a price comparison analysis matching a minimum of 1,546 branded products from Amazon Pantry to that of Asda, Morrisons, Ocado, Sainsbury’s, Tesco and Waitrose*.

The price comparison encompasses the following categories:

  • Baby
  • Beer, Wines & Spirits
  • Grocery (Ambient and Drinks)
  • Health & Beauty
  • Home Care (Household Cleaning, Laundry and Pet Care)

The analysis only includes products where there is an exact match and does not include Own Label SKUs. This is a shelf price comparison and therefore does not include multi-buy promotions.



Our analysis revealed that Amazon Pantry was the cheapest retailer on average. Asda was the second cheapest retailer, with an average price difference of 0.9 percent from Amazon Pantry. Waitrose and Amazon Pantry had a 10.9 percent price difference on average, the greatest of the retailers analysed.

The second most competitive retailer to Amazon Pantry was Morrisons (3.4 percent), closely followed by Sainsbury’s (3.6 percent).


Morrisons was the retailer with the highest percentage of comparable products that were cheaper than Amazon Pantry (35.4 percent), but price matched the retailer in only 20.4 percent of cases; the lowest percentage only after Waitrose.

Asda matched Amazon Pantry’s prices in 43.8 of the instances, the highest of the retailers analysed. This greatly contributed to Asda registering the closest price gap from Amazon Pantry of all the retailers analysed.


We further investigated price differences to understand whether Amazon Pantry and its rivals were more competitive in certain categories compared to others. This showed that Amazon Pantry was particularly price-competitive in the Baby category; with price differences up to 38.4 percent. The category with the second highest price differential between Amazon Pantry and the other retailers was Health & Beauty, where Waitrose was 18.6 percent more expensive.

Amazon Pantry was less competitive in the Beers, Wines & Spirits category than in any other categories, with price differences ranging between 1.3 and 6.2 percent. The average price difference also shrank in the Grocery category, where Morrisons and Sainsbury’s were on average only 1.5 and 2.9 percent more expensive than Amazon Pantry. In this category, no price difference was detected between Asda and Amazon Pantry, on average.


We took a closer look at how closely aligned prices were between Amazon Pantry and Asda in the Grocery sector. Our analysis, which focused on the ten sub-categories with the most listings, revealed that Asda was 2.6 percent cheaper than Amazon Pantry in the Snacking category, with 291 comparable products. While it was also cheaper in the Cereals, Infant Feeding, Pasta, Rice & Noodles, and Table Sauce categories, Asda was more expensive in a number of other areas, in particular in the Food Cupboard (3.1 percent) and Hot Drinks (6.2) categories.


*Analysis conducted on 1 May 2018