Amazon Fresh has unveiled its biggest round of price cuts ever as it targets growth this Christmas.
Matt Birch, director of Amazon Fresh, told Grocery Gazette: “It’s a really expensive time for our customers and they’re still looking for great value throughout the quarter.”
Birch, a former Sainsbury’s executive who has led Amazon Fresh in the UK since 2019, said as part of its “biggest price cut campaign yet”, hundreds of prices on products including Andrex, Coca Cola and Gordon’s gin, with up to 25% off some items.
It is also running its Tesco Clubcard Price Match on a variety of household items, which it launched last year.
Birch said: “We’re providing really strong value for customers when they need it.”
To further appeal to festive food shoppers, Amazon Fresh is also offering reservation on Christmas delivery slots.
Birch also revealed that it will push ahead with its UK expansion plans with the opening of a new store opening in Notting Hill Gate.
Amazon CEO Andy Jassy revealed earlier this year that it would temporarily halt its roll out of Amazon Fresh until it found a clearly differentiated format that offered greater “economic value”, however, its UK expansion appears to be back on track.
It opened an Amazon Fresh in Liverpool Street in September and in Moorgate in August. Its Notting Hill Gate store will open on 29 November.
Birch said: “We’re going to be welcoming new customers in Notting Hill Gate and delivering amazing value.
“As with all our stores, this one will have freshly baked bread every morning, lunchtime meal deals, everyday staples and the ByAmazon range which is just perfect for the Christmas selection.”
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Amazon pushes own-brand food
The grocery giant plans to push its private label ByAmazon food range this Christmas building on its recent marketing campaign.
With the tag line ‘Food too, who knew?’, the campaign is designed to build awareness of the selection of own-brand groceries available in Fresh stores, which Birch said is still a surprise to some customers.
“Uur strapline represents what our customers are telling us, that they’re really delighted with the ByAmazon range and the great quality that it gives them.”
Amazon Fresh will offer both traditional and innovative food this Christmas from Yule logs and mince pies, to ‘pigs under blanket sandwiches’, as well as vegan products including a ‘no turkey sandwich’.
