In order to gain market share in the Benelux, Amazon charges significantly lower prices than direct competitors such as bol.com, Coolblue or MediaMarkt. And that pays off: the webshop attracts more customers.
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In Germany, a reduction in VAT leads to an unseen price war, with rivals Aldi and Lidl using comparative advertising to claim price leadership.
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British supermarket chain Tesco will lower the prices of hundreds of products to the level of Aldi's prices, and emphasise that with "Aldi Price Match" signs in the shelves.
Albert Heijn's discount stunt causes fierce reactions: customers are angry because of unavailable products, while competitors seek legal action. Is the "pay 1, get 3" action the start of a new stage in Belgium's price wars?
French supermarket chain group E. Leclerc and Coca-Cola are not seeing eye to eye at the moment: the discounter refuses to accept Coca-Cola’s price increases for 2018, which has left several stores without the American drinks for several weeks.
For the United Kingdom territory, research firm IRI calculated that price wars lead to a smaller product range, fewer product launches, smaller innovation budgets and lower turnover.