Amazon Fresh has launched a new campaign to price match Tesco Clubcard as part of a move that will see it “matching and locking” hundreds of prices in line with discounts offered by the UK’s largest grocer.
The move comes as part of an effort from grocers to help consumers with the cost-of-living crisis. The move is Amazon Fresh’s first initiative.
Both Tesco and Sainsbury’s are currently using the price match campaigns in their marketing efforts to try and maintain customer bases amid cheaper alternatives such as Aldi and Lidl.
Amazon Fresh’s director Russell Jones hopes the pricing campaign will “show how good our value is compared with competitors.”
“When customers see the comparison against our competitors, it is quite how strong our value is,” he added.
“We recognize this is the most important thing to customers now.”
The company’s grocery division will now look to focus on investing in the price of everyday groceries, which includes fresh fruit, vegetables, meat and fish.
Promotions will include a range of branded and own-label reductions such as 32% off Tropicana orange juice, 46% off own-brand margherita pizzas and 19% off Cathedral City extra mature cheddar.
“This is one way that we’re helping customers get great value and convenience with groceries delivered at home with Amazon Fresh,” Jones added.
“Improving our shopping experience and giving Amazon Fresh customers even more for their money are key priorities for us.”
Amazon has expanded its Fresh grocery offering to London, Leeds, Sheffield, Portsmouth, Liverpool, Glasgow, Birmingham, Manchester and Newcastle.
The bricks-and-mortar stores, however remain in London and Sevenoaks.
