Fashion emerged as a standout category, with Amazon’s prices now 16 per cent lower on average than other retailers surveyed, and 5 per cent lower than the nearest rival, said Profitero+ in its ninth annual Price Wars study.
The study found Amazon’s price leadership strengthening ahead of the holiday season, reinforcing its mission to help customers save money through consistently lower prices across all major product categories. It further reported that Amazon’s prices were up to 5 per cent lower than the next-closest competitor across top-selling holiday categories, including, fashion, sports and outdoors.
The online retailer also remains the most affordable destination for frequently purchased essentials such as baby products, health and personal care, household supplies, pet supplies, and vitamins, again offering up to 5 per cent savings.
“This research shows that plain and simple, once again, Amazon is America’s lowest-price retailer,” said Doug Herrington, CEO of worldwide Amazon stores. “Customers can trust that when they are shopping Amazon, they are getting the most affordable everyday low prices across the widest selection, and that we will meet or beat the prices of other major retailers.”
The report highlighted intensifying price competition among major players. Walmart closed its price gap with Amazon from 5 per cent to 4 per cent year on year. Target held steady with prices averaging 13 per cent higher than Amazon, though it lost ground in fashion.
“As tariff fears rise, shoppers are watching prices like hawks,” said Mike Black, chief growth officer of Profitero+. “Consumers will reward the retailers who keep prices competitive and make value easy to see—and punish those who don’t.”
The 2025 analysis examined more than 10,000 items across 16 product categories.
ALCHEMPro News Desk (SG)
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