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Morgan Stanley says a price analysis of Amazon's Fresh grocery chain shows a positioning 'closer to a conventional grocer' (AMZN)

Morgan
Business Insider Fews App News Provider
Fews App Post Time 10d ago

Summary List PlacementAmazon is positioning its nascent Fresh grocery stores to look more like a conventional grocer than a pure discounter as previously thought, according to Morgan Stanley. According to a note published on Wednesday, Morgan Stanley found that Amazon Fresh was roughly 9% cheaper than Ralphs, with 20 out of the 30 products compared having a lower price tag than at the Kroger-owned supermarket. While the difference shows the grocery industry's ruthlessly competitive nature, the price gap itself isn't big enough to consider Amazon's push into grocery as that of a pure discounter, the note said.

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