Amazon is triggering a battle for rock-bottom prices

Amazon is 13% cheaper than its online rivals, according to a new Profitero study.

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Amazon is 13% cheaper than its online rivals, according to a new Profitero study.
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Hollis Johnson

  • A new study revealed that Amazon is, on average, the cheapest of all the major online retailers in the United States.
  • Amazon beat out Best Buy, Wayfair, and Dick’s Sporting Goods to be crowned the most affordable place to buy appliances, electronics, furniture, and sporting goods.
  • Walmart‘s website followed closely behind Amazon as the second most affordable option.

Amazon has been crowned the cheapest of all leading online retailers in the United States.

A new study by Profitero, an online analytics platform, revealed that, on average, Amazon is 13% less expensive than its competitors.

For the study, Profitero analyzed daily prices across 16 leading online retailers between April 1 and June 30, 2018. The study compares prices collected on the same day and does not include Amazon Fresh or Prime Now products.

Amazon beat out Best Buy, Wayfair, and Dick’s Sporting Goods to be named the most affordable place to buy appliances, electronics, furniture, and sporting goods. When it comes to home furniture and baby products, Amazon lost out only to Walmart’s website.

Walmart.com had the second most competitive prices after Amazon, beating Target and its own sister subsidiary, Jet.com.

Walmart has been doubling down on its bid to fight back against Amazon and reassert its status as the most powerful force in American retail. To do so, it has lowered prices to be more competitive. According to Profitero, grocery prices at Jet have dropped by 5% since February.

Read more: We compared Amazon and Walmart-owned Jet.com to see which site was easier to shop, and the winner was clear for a key reason

Jet is also offering daily deals and free two-day shipping without membership fees to try and lure customers away from Amazon.

Last year, it launched its private-label brand known as “Uniquely J,” which is designed to attract millennial shoppers.