Amazon Fresh launches in Germany

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Amazon has launched its grocery service Amazon Fresh in Germany for the first time. You can check out the website of the new service here. (You may need to enter a valid German postcode to avoid the pop up, so try this one in Berlin: 10179)

Online shoppers in Berlin and Potsdam can now choose from 85000 products from 25 local shops. Amazon is charging €9.99 a month for unlimited deliveries with a minimum order value of €40. The site boasts a wide variety of items including fresh fruit and veg, meat and fish, vegan items and all the usual grocery comestibles.

Of course, Amazon is popular in Germany but, when it comes to online grocery shopping, the Germans haven’t adopted it with as much enthusiasm as the Brits. Indeed, the supermarket culture in Deutschland isn’t as convenience or 24/7 orientated as we know it (despite their gift of Aldi and Lidl to us). That’s what makes this enterprise so interesting: it’s challenging consumer norms in Germany. That said, Berlin is a city with a lively internet industry, a youthful metropolitan and trendy reputation, and if it’s going to be adopted anywhere, the German capital is a good choice.

Amazon Fresh deliveries will be be fulfilled by Deutsche Post DHL.

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