Amazon Fresh takes on Tesco with Clubcard Price Match campaign

Amazon Fresh has launched a Tesco Clubcard Price Match campaign, in a move which will see it “matching and locking” hundreds of prices in line with discounts offered by the supermarket giant.

Amazon’s grocery arm will be taking on the UK’s biggest supermarket with the new price match promise as it becomes the latest retail giant to keep prices low for customers amid the cost-of-living crisis.

The pricing initiative is the first time Amazon Fresh has focused on the cost-of-living crisis, while other supermarkets have been announcing a wide variety of price cuts and freezes for the last few months.

Tesco and Sainsbury’s are currently using price match campaigns in their marketing efforts, matching the prices of key items against German discount rival Aldi.

READ MORE: Amazon Fresh launches its first store outside of London

Russell Jones, director of Amazon Fresh, said he hopes the pricing campaign will “show how good our value is compared with competitors”.

“When customers see the comparison against our competitors it is obvious quite how strong our value is,” he added.

“We recognise that this is the most important thing to customers right now.”

The move will see the Amazon Fresh grocery business investing in the price of everyday groceries including fresh fruit, vegetables, meat and fish.

Amazon said the promotion will see a wide 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 said.

“Improving our shopping experience and giving Amazon Fresh customers even more for their money are key priorities for us.”

The campaign comes amid a continued expansion of the Amazon Fresh grocery operation, which is now available in London, Leeds, Sheffield, Portsmouth, Liverpool, Glasgow, Birmingham, Manchester and Newcastle.

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