Amazon Fresh Takes Early Pricing Lead In Online Grocery Shopping/Delivery

A pricing study limited to New York City has found that Amazon.com is cheaper than its online grocery delivery competitors Instacart, Peapod and Fresh Direct. For the study, Nomura Securities ordered a cart of 30 items from each of the companies. Amazon’s bill for shopping and delivery was $122.03 ($5 tip included). The Instacart bill (ordered through grocery store Fairway) was $142.86. Fresh Direct came in at a whopping $158.74. The $10.9 billion online grocery market is growing rapidly – 9.6 percent annually through 2019.