Does Amazon Usually Have the Lowest Price Online?

Among online retailers, Amazon.com consistently offers the lowest prices on products in various key consumer categories, according to a recent report from L2.

The report was based on an analysis of 27,517 Amazon listings of 315 brands in six verticals: beauty, fashion, hair care and color, home care, personal care, and watches and jewelry.

Amazon had the best prices online for 95% of the beauty listings examined, 92% of the fashion listings, 90% of the hair care and color listings, 81% of the personal care listings, and 81% of the watches and jewelry listings.

Amazon also consistently had the lowest prices for popular brands within those categories. For example, 92% percent of L'Oréal products were priced lower on Amazon than on any other online retailer site, and the same was true for 87% of Procter & Gamble listings.

Wal-Mart undercut Amazon’s price more than any other e-commerce site, accounting for 16% of the instances when Amazon had the higher price.

Below, additional key findings from the report.