A recent survey by trade publication The Grocer has identified Amazon Fresh as the UK's cheapest online grocery delivery service, undercutting traditional supermarket rivals.
The analysis compared the price of 33 items in a food basket every week and found that an Amazon Fresh basket was 11% cheaper than its competitors, costing £71.52. Amazon Fresh offered the lowest price on 25 items in the basket.
Survey Results and Ranking
Despite announcing the closure of its UK stores, Amazon Fresh continues to operate online, selling and delivering both its own-brand items and products from Morrisons, Iceland, Booths and the Co-op.
In second place was online-only retailer Ocado, with a basket costing £81.02, followed by Asda in third place at £81.66. Ocado, which sells branded products as well as M&S items, benefited from promotions that made it cheaper than in the previous analysis, having six of the cheapest items. Asda had 16 of the lowest prices, with a basket totalling £81.86.
Comparison with Other Supermarkets
Sainsbury's online total came to £82.06, taking into account Nectar member savings. Tesco was in fifth place with a basket total of £84.34, while Morrisons was the second-most expensive at £87.72. Waitrose topped the list as the most costly option, with a basket price of £98.69, which is 38% more expensive than Amazon.
While Aldi and Lidl are often cited as the UK's cheapest supermarkets, with Which? naming Aldi the very cheapest for the 11th month in a row, neither offers its own home delivery grocery shopping service. Instead, customers in certain parts of the country can purchase their products through Deliveroo.
