A new Profitero study confirms that Amazon may be the current online price leader, but that lead may be slipping as Walmart intensifies its efforts to be price competitive.
The report, Price Wars: A Study of Online Price Competitiveness, reveals that Amazon’s prices are typically 11% lower than Walmart, Target and Jet. However, Walmart is rapidly closing the gap, with the retailer’s prices found to be only 3% more expensive on average than Amazon across all categories studied. This compares to a 2014 Profitero study which found Walmart’s pricing to be 9% higher than Amazon on average. Target was found to be 17% higher than Amazon on average, and Jet 12% higher.