Online retail giant Amazon is opening up a service for users of Amazon Prime in the UK, which will allow them to shop for their groceries online, and receive it on the same day.
However, only those in east and central London will be able to use the online supermarket service to begin with. Amazon is planning on extending the service across the UK, although there is no set date for this.
Ajay Kavan from AmazonFresh, which has already been running in the US since 2007, said: “We are launching with a comprehensive offer in a limited area and will take our time to home our service.”
Although AmazonFresh is only delivering to 69 postcodes in central and east London, this has become a big concern for the ‘big four’ and others such as Ocado, in terms of sales.
With hundreds of Morrisons products will be able for purchase through AmazonFresh, following a deal between the companies, other food suppliers are also looking to get involved with Amazon.
This means that users who pay for Amazon Prime will have the option to shop from 130,000 products such as fresh vegetables and fruit.
Editor of the Grocer magazine, Adam Leyland, said: “The market has been waiting for the arrival of AmazonFresh for a very long time. There has been endless speculation about what it might entail.
“In a well established online grocery market like the UK, that’s a lot more realistic than the US proposition, with its annual sign-on fee of several hundred dollars.”
