Amazon has cut thousands of UK grocery prices as it seeks to grow Amazon Fresh, which has a 1.9% market share. Assosia data analysed by The Grocer showed Amazon Fresh was cheapest or joint cheapest on 64.9% of 2,313 grocery items sold by it and at least one major rival on 5 May 2026, up from 35.9% two months earlier. It was exclusively cheapest on 22.8% of items. Amazon lowered prices on 4,315 products from late March, with an average 16% discount. (The Grocer)