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Amazon Takes Umbrage With Wikibuy Pricing Report

A study that questions Amazon’s standing as the prince of low prices has been challenged by the No. 1 e-tailer.

A study that questions Amazon’s standing as the prince of low prices has been challenged by the No. 1 e-tailer.

The research, reported last week by TWICE, was conducted by Wikibuy, a crowd-source shopping tool. According to the findings of their nine-month study, Amazon’s prices were 11 percent higher on average than those at other e-commerce sites represented by Wikibuy, after factoring in incentives, cashback credits and rewards points.

TVs, a core product category for CE and general merchandise retailers, showed the greatest disparity, with Amazon’s prices higher by 20 percent on average, Wikibuy said.

The study, which comes at the close of the holiday selling season, didn’t sit well with Amazon, which considers the research “deeply flawed and misleading.”

In an email to TWICE, an Amazon spokesperson noted that “Customers come to Amazon to find low prices and great deals throughout the holiday season, and we continue to offer customers thousands of incredible deals on top products for their holiday shopping needs.”

The statement continued: “Amazon prices are as low [as] or lower than any other retailer, and we work hard for customers to ensure that’s true during the holiday season, and all year long.”

Amazon added that “In addition to low prices, we offer customers a vast selection, and more than 100 million items that are eligible for free shipping to all customers, every day.”

Wikibuy, however, stands by its study. “Our research is based on prices Wikibuyers discover and take advantage of every day,” the company responded in a statement to TWICE. “Price histories, dating back months, are all available on Wikibuy for all products tracked in our index.”

Wikibuy’s findings mirror those of LendEDU, which compared same-item prices at Costco and Amazon and found that a 38-product basket was 12 percent cheaper at the wholesale club.