Amazon Reduces Prices on 4,300 Grocery Items by Average of 16%

Amazon has cut the cost of more than 4,300 grocery products across its Amazon Fresh range. The online retail giant reduced prices by an average of 16 per cent across roughly 45 per cent of its grocery selection as it increases competition with Britain's major supermarkets. The latest round of discounts applies across baby items, bakery goods, drinks, fresh produce and frozen food.

Amazon has focused heavily on everyday household essentials and frequently purchased grocery items as part of the pricing campaign. Analysis by The Grocer magazine using Assosia pricing data showed Amazon Fresh is matching or undercutting the major supermarkets on almost two-thirds of comparable grocery products.

9 per cent of comparable products, more than one in five items were found to be exclusively cheapest through Amazon Fresh.

9 per cent of tracked items. The move comes as households across Britain continue facing pressure from elevated food prices and wider living costs. Retail analysts said the pricing strategy is likely to increase competitive pressure on the grocery sector.

Industry figures said the strategy could encourage some consumers to shift parts of their weekly grocery shopping online, particularly for packaged goods and bulk purchases. Many shoppers are still expected to rely on physical supermarkets for fresh produce and same-day purchases. Almost one in three products purchased through Amazon’s UK platform are now food or household items.

Amazon’s grocery business is growing at twice the pace of the wider business. The company is also continuing to expand its rapid delivery service, Amazon Now, which promises grocery deliveries in under 30 minutes. Amazon’s first-ever delivery drones take off in UK, promising parcels in under two hours.

GB News reported that the pricing push and delivery expansions form part of a broader effort to position Amazon as both a convenient and low-cost grocery option. At the same time, Amazon remained at the bottom of the table in the Groceries Code Adjudicator’s latest compliance rankings.

The survey found 69 per cent of suppliers believed Amazon mostly complied with the Groceries Supply Code of Practice.