Amazon Fresh launched in London

Amazon Fresh has launched today in the UK today, with delivery of fresh produce available across almost 70 Central and East London postcode areas.

The aim is price and convenience coupled with top brands and local producers. Amazon Fresh customers can choose from a range of over 130,000 competitively priced products including Britain’s best-loved brands and offerings from local food producers and shops based in world-famous locations including Borough Market and Notting Hill.

Much of the inventory comes from Morrisons but brands such as Coca-Cola, Kellogg’s, Danone, Warburtons, Walkers, Yeo Valley are all available as are over 50 of London’s finest local producers, shops and markets including Gail’s Artisan Bakery, C.Lidgate, FishWorks, Paxton & Whitfield, Konditor & Cook, Bad Brownie, Daylesford, Chegworth Valley and Turnips.

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. You’ll have to be an Amazon Prime customer to sigh up to Amazon Fresh and after a free trial it’ll cost you an additional £6.99 per month on top of your annual £79 Prime membership. From then on you get unlimited free deliveries for orders over £40 and a £4 delivery charge for orders under £40.

Becoming an online supermarket is a tough sector to enter, but without the cost of bricks and mortar stores Amazon are at an advantage. Supermarkets are struggling (Sainsbury’s just announced a drop in sales for the first quarter of 2016) and new entrants such as Lidl and Aldi are snapping at the heel of the big four.

None of this will matter to Amazon Fresh customers, they will simply love the low prices, vast selection, fast delivery options and fast convenient delivery.

Yes you can order online from your favourite supermarket, but if you order this afternoon will they be able to deliver this evening for the unexpected Barbeque you’ve decided to have? Amazon Fresh can… at least if you live in the right part of London.