Amazon.com is looking to take on Britain’s traditional supermarkets with the launch of its AmazonFresh food delivery service that offers delivery on over 130,000 products.
The service, which has been operating in the United States since last year, and also saw a trial in Birmingham last September, is now available in 69 postcodes across central and east London, with Amazon saying it plans to take AmazonFresh nationwide soon.
“We believe that the key to the long term success of AmazonFresh is to bring together the low prices, vast selection, fast delivery options and customer experience that Amazon customers know and love.”
Amazon already offered delivery of some food and home products in the UK via its Pantry service, which offered Amazon Prime customers delivery of more than 7,000 low-priced everyday essentials in everyday sizes, but the launch of AmazonFresh marks the first time that perishable items have been offered.
Including products from both big chain retailers such as Morrisons and small independent businesses, these also come with a guaranteed shelf life to ensure customers are happy with their delivery, with refunds available if not up to scratch.
Customers will also be able to arrange one-hour delivery slots are available from 7am to 11pm, seven days a week, with same-day delivery available from 5pm for orders placed by 1pm.
Available via the Amazon.co.uk website or mobile app, AmazonFresh is now open to Prime customers for £6.99 per month with unlimited delivery for orders above £40.
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