** Analysts at Citi say the pricing of non-food products by Amazon AMZN.O is "dynamic but usually cheapest" among retail market players in Australia

** Says Amazon tends to be at lower price for longer periods of time compared to supermarkets, including Woolworths WOW.AX and Coles COL.AX

** Pharmacy retailer Chemist Warehouse, which recently merged with Sigma Healthcare SIG.AX, usually prices either in line with Amazon or between Amazon and the supermarkets — Citi

** Brokerage flags non-food products at Coles were 14% more expensive than Amazon on a median basis, which Woolworths priced similar items 13% higher

** Citi flags these after reporting season saw continued commentary by WOW and COL on the loss of category share to non-supermarket players such as Amazon, Wesfarmers WES.AX owned-Bunnings and Chemist Warehouse

** Brokerage adds that it does not believe the continued loss of share in these categories is sustainable but see room for the supermarkets to stem the bleeding

** Keeps Coles as its preferred supermarket given its superior earnings outlook into FY26 and lower multiple

(Reporting by Rishav Chatterjee in Bengaluru)

((Rishav.Chatterjee@thomsonreuters.com))