J Sainsbury plc competes intensely within the highly saturated British grocery and retail market against fellow members of the traditional "Big Four" supermarkets, most notably Tesco, Asda, and Morrisons. Additionally, it faces rapid, continuous competitive pressure from booming German discount supermarket chains like Aldi and Lidl, as well as online retail giant Amazon and upscale food purveyors like Waitrose and Marks & Spencer.