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Analyst checks show that $AMZN Amazon Fresh's pricing is within 1% of Warmart $WMT, and 8% below Kroger $KR. This suggests Amazon Fresh is targeting the mass market consumers rather than the premium segment at Whole Foods. The checks were performed in mid-December across five metro areas - Atlanta, Houston, Dallas, Nashville, and Indianapolis. With Amazon having eliminated the $14.99 monthly fee and included the service for Prime members, Amazon Fresh is now on very similar terms as grocery delivery at Walmart. Amazon Fresh's mass market pricing is an ominous sign for smaller sub-scale grocers, like $UNFI, $SFM, and $SPTN, who likely will have an increasingly hard time competing with the bigger guys in online pricing.



Submitted January 07, 2020 at 06:14PM by street-guru https://ift.tt/2s2tIfN

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