[{"data":1,"prerenderedAt":84},["ShallowReactive",2],{"$fo3mcaDgoiEye4xeF3YvclFXWplFAXo4RXGXY1rcMxWs":3},{"title":4,"date":5,"dateModified":5,"datePublished":6,"dateModifiedISO":6,"image":7,"content":8,"faq":9,"metaTitle":26,"metaDescription":27,"author":28,"authorBio":29,"authorLinkedin":30,"authorTitle":31,"authorPhoto":29,"lastReviewed":5,"researchBasis":32,"category":33,"readingTime":34,"related":35,"prev":51,"next":54,"toc":57,"takeaways":80},"Is Amazon Cheaper Than Third-Party Sellers? Amazon Is Cheaper on 52.1% of the Products They Share","25 Sep 2026","2026-09-25","/img/news/is-amazon-cheaper-than-third-party-sellers-2026.png","\u003Cp>Amazon is cheaper than third-party sellers on 52.1% of the products they share: where an offer sold by Amazon (any Amazon account) and one or more third-party offers are both new, Amazon's is dearer on 38.6% and the same price on the rest. We checked 32,356 such products in a snapshot of amazon.co.uk taken on 23 to 24 September 2026.\u003C/p>\n\u003Caside class=\"callout callout--note\">\u003Cspan class=\"callout__label\">Note\u003C/span>\u003Cp class=\"callout__body\">How we measured: starting from a keyword-driven sample of 868 keywords, pages 1 to 7, we read the offer page of each product once. "Sold by Amazon" here means any Amazon account, including Amazon's main retail account and other accounts in Amazon's name. Some of our other posts use a narrower definition, so their Amazon figures are not directly comparable. For each product we compared the cheapest new offer sold by Amazon with the cheapest new third-party offer, item plus shipping, and counted prices within a penny as the same. Categories come from the search keyword. Full method in the \u003Ca href=\"/blogs/amazon-uk-marketplace-report-2026\">Amazon UK Marketplace Report 2026\u003C/a>. For the legal side, see \u003Ca href=\"/blogs/is-price-scraping-legal-eu-2026\">is price scraping legal in the EU\u003C/a>.\u003C/p>\u003C/aside>\n\u003Ch2 id=\"the-data\">The Data\u003C/h2>\n\u003Cp>The table covers every product in our sample that was sold new both by Amazon and by one or more third-party sellers.\u003C/p>\n\u003Ctable>\n\u003Cthead>\n\u003Ctr>\n\u003Cth>Measure\u003C/th>\n\u003Cth>Value\u003C/th>\n\u003C/tr>\n\u003C/thead>\n\u003Ctbody>\u003Ctr>\n\u003Ctd>Products compared\u003C/td>\n\u003Ctd>32,356\u003C/td>\n\u003C/tr>\n\u003Ctr>\n\u003Ctd>Amazon cheaper\u003C/td>\n\u003Ctd>52.1%\u003C/td>\n\u003C/tr>\n\u003Ctr>\n\u003Ctd>Amazon dearer\u003C/td>\n\u003Ctd>38.6%\u003C/td>\n\u003C/tr>\n\u003Ctr>\n\u003Ctd>Same price, within a penny\u003C/td>\n\u003Ctd>10.3%\u003C/td>\n\u003C/tr>\n\u003Ctr>\n\u003Ctd>Median ratio to cheapest third party\u003C/td>\n\u003Ctd>0.985\u003C/td>\n\u003C/tr>\n\u003Ctr>\n\u003Ctd>Amazon holds the featured offer\u003C/td>\n\u003Ctd>65.3%\u003C/td>\n\u003C/tr>\n\u003C/tbody>\u003C/table>\n\u003Cfigure class=\"article-figure\">\u003Cimg src=\"/img/news/is-amazon-cheaper-than-third-party-sellers-2026-chart-1.png\" alt=\"Grouped bar chart: when sold by Amazon (any Amazon account) and by third-party sellers on the same product, Amazon is cheaper on 52.1% of 32,356 products and dearer on 38.6%; in Pets it is cheaper on 66.2%.\">\u003Cfigcaption>Scrapewise analysis of amazon.co.uk, 23-24 Sep 2026\u003C/figcaption>\u003C/figure>\n\u003Caside class=\"callout callout--tip\">\u003Cspan class=\"callout__label\">Tip\u003C/span>\u003Cp class=\"callout__body\">Every price in this comparison comes from the \u003Ca href=\"/scrapers/amazon-offers\">Amazon Offers API\u003C/a>, which lists each offer on a product with its seller, item price, shipping cost and condition, so Amazon's own offer sits in the same table as everyone else's.\u003C/p>\u003C/aside>\n\u003Cp>So the honest answer is "more often than not, but only just". The median ratio of 0.985 means the typical Amazon offer sits just below the cheapest third-party offer on the same product. That is a narrow edge, and on 38.6% of shared products it runs the other way.\u003C/p>\n\u003Cp>The featured offer, our stand-in for the Buy Box, goes to Amazon on 65.3% of these products. Every product here has competing offers by definition, since Amazon and one or more third-party sellers offer it, so this is a genuine contest and not a default.\u003C/p>\n\u003Caside class=\"article__usecase-card\">\u003Cdiv class=\"article__usecase-label\">Related use case\u003C/div>\u003Ch3 class=\"article__usecase-title\">E-commerce market research\u003C/h3>\u003Cp class=\"article__usecase-blurb\">Size categories, track assortments, and monitor trends with structured data.\u003C/p>\u003Ca class=\"article__usecase-link\" href=\"/use-cases/ecommerce-market-research\">See how it works →\u003C/a>\u003C/aside>\u003Ch2 id=\"where-amazon-is-cheapest-and-where-it-is-not\">Where Amazon Is Cheapest, and Where It Is Not\u003C/h2>\n\u003Cp>The category split is where the answer changes. In Pets, the offer sold by Amazon is cheaper on 66.2% of shared products, with a median ratio of 0.875 against the cheapest third-party offer. That is the clearest Amazon price lead in our data.\u003C/p>\n\u003Cp>Camping & Fishing goes the other way. There, Amazon is dearer on 55.3% of the shared products we could compare. Most other categories sit close to the overall split.\u003C/p>\n\u003Cp>Category here comes from the search keyword that found the product, so the groups are broad. Read the category results as a guide to where to look, not as a fixed rule for every product in that category.\u003C/p>\n\u003Ch2 id=\"when-amazon-is-dearer\">When Amazon Is Dearer\u003C/h2>\n\u003Cp>On the products where Amazon is dearer, the gap is not small: a median 13.2% above the cheapest third-party offer. Amazon holds the featured offer on 23.7% of those products.\u003C/p>\n\u003Cp>The ones it keeps have a much smaller gap. Where Amazon is dearer and still featured, its median premium is 2.5%. Amazon can be dearer and keep the top spot, but by a whisker.\u003C/p>\n\u003Cp>When Amazon's offer is cheaper or equal, it holds the featured slot on 91.4% of shared products. Price is not the only factor, but on these listings it lines up closely with who ends up on top.\u003C/p>\n\u003Caside class=\"article__inline-cta\">\u003Cp class=\"article__inline-cta-text\">Try ScrapeWise on your own URL. \u003Cstrong>Your first 5 requests are free.\u003C/strong>\u003C/p>\u003Ca class=\"article__inline-cta-btn\" href=\"https://portal.scrapewise.ai/login\" target=\"_blank\" rel=\"noopener\">Start Free →\u003C/a>\u003C/aside>\u003Ch2 id=\"when-amazon39s-own-delivery-slips\">When Amazon's Own Delivery Slips\u003C/h2>\n\u003Cp>Price is one part of the picture. Delivery is another. We looked at 60,214 new offers sold by Amazon (any Amazon account) that showed a delivery date for a logged-out visitor in the UK.\u003C/p>\n\u003Cul>\n\u003Cli>36.3% of them promised delivery more than 7 days out, and 3.9% more than 30 days out.\u003C/li>\n\u003Cli>Slow Amazon offers showed a median stock of 19, against 30 for fast ones. The stock figure stops at 30, so 30 means 30 or more.\u003C/li>\n\u003Cli>Sports & Fitness had the highest share of slow Amazon offers at 51.0%, then Electronics & Computing at 44.8%. Beauty & Personal Care (20.3%) and Health & Supplements (12.6%) had the lowest.\u003C/li>\n\u003C/ul>\n\u003Cp>A delivery date more than a week away on an Amazon offer often reads like a back-order: the item is listed, but not in the warehouse right now. That is our interpretation, not something the offer page states. On sports kit, Amazon itself seems to be in no great hurry.\u003C/p>\n\u003Cp>For third-party sellers, those slow Amazon offers are the obvious opening. A seller with stock on hand can offer a faster date on the same listing while Amazon waits for its own delivery.\u003C/p>\n\u003Ch2 id=\"what-it-means-for-sellers-brands-and-pricing-teams\">What It Means for Sellers, Brands and Pricing Teams\u003C/h2>\n\u003Cp>For sellers sharing a listing with Amazon, the data says the contest is closer than it looks. Amazon is cheaper on 52.1% of shared products, not on nearly all of them, and in Camping & Fishing it is more often dearer. Competing with Amazon on price is hardest in Pets, where its lead is widest.\u003C/p>\n\u003Cp>For brands, Amazon as a reseller of your products does not always set the lowest price on your listing. When it is dearer, some third-party seller sits below it by definition, which matters if you track minimum advertised prices. The monitoring side is covered in our guide to \u003Ca href=\"/blogs/amazon-repricing-map-violation-software-2026\">Amazon repricing and MAP violation software\u003C/a>.\u003C/p>\n\u003Cp>For pricing teams, do not treat Amazon's price as the market floor. On 38.6% of shared products it is not. Record the cheapest third-party offer next to Amazon's, along with who holds the featured slot, so you see both sides of the listing.\u003C/p>\n\u003Ch2 id=\"how-to-run-the-same-check-on-your-listings\">How to Run the Same Check on Your Listings\u003C/h2>\n\u003Cp>You can repeat this comparison for any list of products:\u003C/p>\n\u003Col>\n\u003Cli>Pull the offer list for each product, with the seller, item price, shipping cost, condition and featured flag of every offer.\u003C/li>\n\u003Cli>Mark the offers sold by Amazon's own accounts, and keep new-condition offers only.\u003C/li>\n\u003Cli>For each product with both kinds of seller, take the cheapest Amazon offer and the cheapest third-party offer, item plus shipping, and divide one by the other.\u003C/li>\n\u003Cli>Note who holds the featured offer, and the delivery date on Amazon's offer. A cheap Amazon offer with a date weeks away is a different competitor from one arriving tomorrow.\u003C/li>\n\u003Cli>Run it again next week. Amazon's position on a listing can change with a single delivery into its warehouse.\u003C/li>\n\u003C/ol>\n\u003Cp>Group the results by category and you will see quickly where Amazon leads on price in your part of the catalogue, and where it leaves room.\u003C/p>\n\u003Cp>For how often Amazon sells at all across the marketplace, see \u003Ca href=\"/blogs/does-amazon-compete-with-its-sellers-uk-2026\">does Amazon compete with its own sellers\u003C/a>, which uses a narrower definition of Amazon. For how crowded listings are, see \u003Ca href=\"/blogs/amazon-buy-box-competition-uk-2026\">Amazon buy box competition\u003C/a>. The \u003Ca href=\"/blogs/amazon-uk-marketplace-report-2026\">full Amazon UK market study\u003C/a> has every other angle on this snapshot.\u003C/p>\n\u003Ch2 id=\"how-we-collected-this-data\">How We Collected This Data\u003C/h2>\n\u003Cp>Every number here comes from the \u003Ca href=\"/scrapers/amazon-offers\">Amazon Offers API\u003C/a>. It read the offer page of each product in our amazon.co.uk sample and returned one row per offer, with the seller ID, item price, shipping cost, condition, the promised delivery date, the stock a shopper can add to the basket and whether the offer was featured. The seller ID is how we told Amazon's own accounts apart from third-party sellers. It costs €0.00015 per call, or €0.15 per 1,000 calls, and every offer row, Amazon's included, is yours through the REST API or a CSV/Excel export. \u003Ca href=\"https://portal.scrapewise.ai/login?utm_source=scrapewise_blog&utm_medium=referral&utm_campaign=amazon_uk_2026&utm_content=is-amazon-cheaper-than-third-party-sellers-2026\">Create an account\u003C/a> to compare Amazon's price with the other sellers on your own products.\u003C/p>\n\u003Cp>Is Amazon undercutting you, or are you undercutting Amazon? Find out on a few listings with 5 free requests, then pay per call. \u003Ca href=\"https://portal.scrapewise.ai/login?utm_source=scrapewise_blog&utm_medium=referral&utm_campaign=amazon_uk_2026&utm_content=is-amazon-cheaper-than-third-party-sellers-2026\">Sign up\u003C/a> or compare \u003Ca href=\"/pricing\">pricing\u003C/a>.\u003C/p>\n",{"title":10,"description":11,"badge":12,"benefits":13},"Frequently asked questions","Is Amazon cheaper than third-party sellers on the same product? The numbers compare offers on shared amazon.co.uk listings, read on 23 to 24 September 2026.","FAQ",[14,17,20,23],{"title":15,"description":16},"Is Amazon cheaper than third-party sellers?","Slightly more often than not. Where both sold the same product new, the offer sold by Amazon (any Amazon account) was cheaper on 52.1% of 32,356 products and dearer on 38.6%.",{"title":18,"description":19},"In which category is Amazon cheapest compared with other sellers?","Pets. Amazon was cheaper than the cheapest third-party offer on 66.2% of shared pet products. In Camping & Fishing it was dearer on 55.3%.",{"title":21,"description":22},"How much dearer is Amazon when it is not the cheapest?","A median 13.2% above the cheapest third-party offer. The dearer Amazon offers that still held the featured slot were only a median 2.5% above it.",{"title":24,"description":25},"Why is Amazon's delivery date sometimes more than a week away?","We read it as a likely back-order, though the offer page does not say so. 36.3% of new offers sold by Amazon promised delivery more than 7 days out for a logged-out UK visitor, and those offers showed less stock.","Is Amazon Cheaper Than Third-Party Sellers? UK Data","Where Amazon and third-party sellers both sell the same product new, Amazon is cheaper on 52.1% of 32,356 products. Amazon UK, Sept 2026 data.","Raivo Kartau",null,"https://www.linkedin.com/in/raivo-kartau","Founder","Scrapewise snapshot of amazon.co.uk, 23 to 24 September 2026: 197,022 products from 868 keywords, and 541,697 offer rows collected, 494,447 after removing repeat fetches, all read with the Scrapewise Amazon Search and Offers APIs. Offer figures use the 196,711 of those products with offer data (452,806 offer rows from 51,459 sellers); the price comparison uses the 32,356 products with a new offer sold by Amazon (any Amazon account) and at least one new third-party offer. Aggregates only.","Market Intelligence",6,[36,41,46],{"slug":37,"title":38,"image":39,"date":5,"category":33,"excerpt":40},"amazon-buy-box-competition-uk-2026","Amazon Buy Box Competition: 72% of Listings With Offer Data Have One Seller","/img/news/amazon-buy-box-competition-uk-2026.png","Of Amazon UK products with offer data, 72.1% had one seller and 3.6% had 10+. Crowded listings show sales labels more often. Amazon UK, Sept 2026 data.",{"slug":42,"title":43,"image":44,"date":5,"category":33,"excerpt":45},"amazon-price-difference-between-sellers-2026","Price Gaps Between Amazon Sellers: The Dearest Offer Asks a Median 1.34x the Cheapest on Multi-Offer Products","/img/news/amazon-price-difference-between-sellers-2026.png","On Amazon UK products with competing offers, the dearest seller asks a median 1.34x the cheapest, and 1.53x in Beauty. Amazon UK, Sept 2026 data.",{"slug":47,"title":48,"image":49,"date":5,"category":33,"excerpt":50},"amazon-product-title-length-2026","Amazon UK Product Title Length: The Typical Title Runs 107 Characters","/img/news/amazon-product-title-length-2026.png","The median Amazon UK product title is 107 characters; page 1 titles are shorter at 98. Buzzwords and stale years too. Amazon UK, Sept 2026 data.",{"slug":52,"title":53},"largest-amazon-uk-sellers-2026","The Largest Amazon UK Sellers: Top 1% Hold 41% of Seller-Product Links",{"slug":55,"title":56},"is-5-stars-on-amazon-trustworthy-2026","Is 5 Stars on Amazon Trustworthy? Perfect Scores Have a Median of 2 Reviews",[58,62,65,68,71,74,77],{"level":59,"text":60,"id":61},2,"The Data","the-data",{"level":59,"text":63,"id":64},"Where Amazon Is Cheapest, and Where It Is Not","where-amazon-is-cheapest-and-where-it-is-not",{"level":59,"text":66,"id":67},"When Amazon Is Dearer","when-amazon-is-dearer",{"level":59,"text":69,"id":70},"When Amazon's Own Delivery Slips","when-amazon39s-own-delivery-slips",{"level":59,"text":72,"id":73},"What It Means for Sellers, Brands and Pricing Teams","what-it-means-for-sellers-brands-and-pricing-teams",{"level":59,"text":75,"id":76},"How to Run the Same Check on Your Listings","how-to-run-the-same-check-on-your-listings",{"level":59,"text":78,"id":79},"How We Collected This Data","how-we-collected-this-data",[81,82,83],"Where both sell the same product new, the offer sold by Amazon (any Amazon account) is cheaper on 52.1% of 32,356 products and dearer on 38.6%.","In Pets, Amazon is cheaper on 66.2% of shared products; in Camping & Fishing, it is dearer on 55.3%.","When Amazon is dearer, its median premium is 13.2%, and the dearer Amazon offers that still hold the featured slot are a median 2.5% above the cheapest third party.",1790325248044]