OnDemand WTP Pricing Research

Amazon Was Lowest In Black Friday Pricing, But Walmart And Best Buy Came Close | Twice

A combination of frequent price adjustments and deep discounts on select items made Amazon the king of competitive pricing over Black Friday weekend.

According to a study by 360pi, the e-tailer offered the lowest price on nearly 80 percent of over 7,000 items sampled by the market research firm over Black Friday weekend.

Running a close second among national retailers was Walmart, which put “significant pressure on the market this Black Friday as their number of lowest or same-as-lowest prices [was] almost on par with Amazon,” the researchers reported.

This reflects the discounter’s continued investment in pricing to “win the holiday,” although in Amazon it faces an adversary that gleans most of its profit from Cloud and fulfillment services and commissions from third-party sellers, rather than traditional retail sales.

Third place in the low-price stakes went to Target, followed by Toys“R”Us, Sears, Staples and Rakuten (formerly Buy.com). [See chart, below.]

The low-price playing field shifted somewhat for CE, where Walmart was edged out for second place by “a leading electronics category expert,” ostensibly Best Buy, based on a sample of over 1,000 SKUs in Amazon’s assortment that were exact matched across competing chains (see chart, below).

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Amazon Was Lowest In Black Friday Pricing, But Walmart And Best Buy Came Close | Twice.

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