Is Amazon grocery any good?

Andrew Wardlaw

As Amazon moves into online grocery and introduces its own brands, MMR Research set out to gauge consumer reaction to both the idea and the products themselves.

If ‘agile’ was the buzzword of 2018, then ‘disruption’ must be a front-runner for 2019. Small insurgent brands already represent a serious threat for established players, creating a daunting prospect of declining share in low-growth categories. And then there’s Amazon. Disruptive influence don’t come much bigger.

Amazon has aggressive ambitions in grocery and has quietly brought in several own-brand grocery ranges. Is this the calm before the storm? Should established brands be worried? Are Amazon grocery brands any good?

We decided to find out with two exclusive research studies: one was quantitative and gauged people’s sentiment towards Amazon concepts, and a further, more immersive...

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