Amazon throws down grocery gauntlet with Tesco Clubcard Price Match

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Amazon has launched a Tesco Clubcard Price Match scheme as it bids to lure shoppers from the big four grocers during the cost-of-living crisis.

Amazon Fresh van

Amazon Fresh stocks thousands of grocery items from big-name brands

The etail titan’s online grocery business, Amazon Fresh, said products across a host of categories including fruit, vegetables, meat and fish will be “matched and locked” to Tesco Clubcard deals every week “to help our customers save on their weekly shop”.

Deals in the promotion, which kicks off today (Monday), include 32% off 1.75 litres of Tropicana orange juice and 19% off 550g of Cathedral City extra mature cheddar.

The price match scheme will only apply online, not in Amazon Fresh stores.

Tesco’s Clubcard Prices initiative gives members of its loyalty scheme promotions on hundreds of private and own-label goods, across all grocery categories, both online and in-store.

The scheme has also been extended to its own-brand fashion and homewares proposition, and a number of general merchandise categories, such as toys.

Amazon said matching those prices was evidence that it was “committed to making it as easy as possible for customers to find good value products in the face of rising living costs for customers around the country”.

Amazon Fresh director Russell Jones said: “We know that our customers are looking for ways to save on their weekly grocery shopping.

“This is one way that we’re helping customers get great value and convenience with groceries delivered at home with Amazon Fresh. Improving our shopping experience and giving Amazon Fresh customers even more for their money are key priorities for us.”

Amazon launched its Fresh grocery proposition in the UK in June 2016 but it has struggled to wrestle market share from the traditional big four grocers, discount duo Aldi and Lidl, or online rival Ocado.

Amazon Fresh stocks thousands of grocery items from big-name brands such as Coca-Cola, Walkers, Birds Eye and Warburtons. It also sells products supplied by wholesale partners Morrisons and Booths, as well as its own Whole Foods business.

Grocery retailers are competing ferociously on price as they bid to keep the cost of the weekly shop as low as possible for consumers during the cost-of-living crisis.

Tesco and Sainsbury’s have both launched Aldi Price Match schemes, Asda has ‘dropped and locked’ prices on staple grocery items for the rest of 2022, while Iceland has frozen the price of hundreds of its £1 value lines.