Amazon set to rival Tesco for weekly shop as online retailer offers grocery price promise

Online giant Amazon is gearing up to take on a major supermarket, launching a rival price match promise in a cost-of-living pledge to struggling shoppers. The retailer's grocery arm, Amazon Fresh, launched it's Tesco Clubcard Price Match campaign today.

Amazon is the latest retailer to use a price match campaign in its marketing efforts to drive customer numbers, with Tesco and Sainsbury’s currently operating promotions matching the prices of key items against those of German discount rival Aldi.

The Amazon price match will see hundreds of prices frozen in line with discounts from the supermarket as it invests in the price of everyday groceries including fresh fruit, vegetables, meat and fish.

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Russell Jones, director of Amazon Fresh, told the PA news agency he hopes the pricing campaign will “show how good our value is compared with competitors".

The retail boss said: “When customers see the comparison against our competitors it is obvious quite how strong our value is. We recognise that this is the most important thing to customers right now.

“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 said the promotion will see reductions such as 32 per cent off Tropicana orange juice, 46 per cent off own-brand margherita pizzas and 19 per cent off Cathedral City extra mature cheddar. It comes amid a continued expansion of the Amazon Fresh grocery operation, which is now available in London, Leeds, Sheffield, Portsmouth, Liverpool, Glasgow,