Amazon’s supermarket arm is to take on Tesco with a new price match promise as it tries to lure customers.
Today the retailer launched its Tesco Clubcard Price Match campaign, matching and freezing hundreds of prices in line with discounts by the supermarket giant.
The offer only applies to food bought online with Amazon.
Amazon said the promotion will see reductions such as 32% on Tropicana orange juice, 46% on own-brand margherita pizzas and 19% on Cathedral City extra mature cheddar.
Russell Jones, director of Amazon Fresh, said he hopes the pricing campaign will “show how good our value is compared with competitors”.
The retail boss said: “When customers see the comparison against our competitors it is obvious quite how strong our value is. We recognise that this is the most important thing to customers right now.”
“Improving our shopping experience and giving Amazon Fresh customers even more for their money are key priorities for us.”
As well as selling online Amazon also has physical food stores - Amazon Fresh.
These are now available in London, Leeds, Sheffield, Portsmouth, Liverpool, Glasgow, Birmingham, Manchester and Newcastle.
Tesco has been approached for comment.
How does Amazon Fresh work?
Surveillance technology allows shoppers to simply scan into the store using a QR code then place items in their bag.
Instead of handheld scanning equipment, the sophisticated 'Just Walk Out' camera technology tracks shoppers' movements and determines the items they take off the shelf using machine vision.
So instead of paying at the till, shoppers simply walk out and the app tallies the items picked up and charges them directly to the bank card attached to their Amazon Shopping app account.
You need to have a Prime membership to request Amazon Fresh access.
If you don't already have Amazon Prime, you can sign up for a free trial. Once the trial period is up, you'll have to pay £7.99 for Prime, but some people could be eligible for a discounted membership.
Prime members get the following perks:
- Same-day grocery delivery on orders over £40
Thousands of grocery items including fresh produce, household essentials and specialist brands
Same-day Click & Collect groceries from selected Morrisons stores
Amazon is the latest retailer to use a price match campaign in its marketing efforts to drive customer numbers.
Last month Sainsbury’s ramped up its price war against Aldi.
The Big Four supermarket said it has now price matched 250 items against its budget rival.
The promotion will cover 20 of the most popular product lines, while clearer signage will allow shoppers to know which items have been price matched.
Some of the items that have been reduced include 640g chicken breast, which is now priced at £3.50 like Aldi.
The price of Sainsbury’s 500g beef mince will be reduced to £1.89.
