Home Depot also was also 9% more expensive than Amazon on electronics, tying Walmart with the second most competitive against Amazon in that category. Walmart was 5% more expensive than Amazon in small appliances and 9% more pricey than Amazon in electronics. In comparing Amazon prices with Walmart, it was the beauty and toy categories where the price gap narrowed to 3%. Data from this year’s study suggests that Target’s prices are starting to give way a bit as consumer spending starts to cool, Black noted in the study.

Target has been able to command premium prices due to its brand and exclusive assortment. Target’s Vitamin & supplement price gaps also narrowed to 17%, down from 22% a year ago. Target’s price gaps with Amazon were 19% in health & personal care last year, narrowing to 14% this year. Target also maintained its 6% price difference in toys. Target’s most competitive category with Amazon was beauty, with a 6% price difference, narrowing from 26% a year ago. Black said Target has narrowed the price gap with Amazon since last year in eight of the 15 categories. Profitero found Amazon’s prices were 6% less expensive than Walmart’s and 16% cheaper than the same products at Target. “It’s a testament to their sophisticated price matching technology as well as their bulldog toughness when negotiating with suppliers on cost.” and third year in a row in the U.K.,’ Black said. “This is the sixth year in a row Amazon has had the lowest online prices in the U.S. But Amazon blew its rivals away when it came to video games and electronics, according to Mike Black, chief marketing officer at Profitero. The study found that online competition for typical holiday gift categories was close, with retailers such as Walmart, The Home Depot and Nordstrom coming within 2% to 5% of Amazon’s prices and pet retailer Chewy matching Amazon’s prices exactly for pet supplies. Profitero compared the everyday online prices on nearly 15,000 items in the study and found Amazon had the lowest online prices that were, on average, 13% below competitors. 2 found Amazon has the lowest online prices when measured against 13 U.S. Still, a recent study of e-commerce prices in 15 major categories from July 11 to Oct. Walmart may claim to be the low-cost leader on food and consumables.

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