Amazon has launched a full online grocery service in the UK.
The service, called AmazonFresh, is now available for the retailer’s ‘Prime’ customers in central and east London – allowing them to order groceries online and get it delivered the same day.
The company eventually plans on expanding the service to other parts of the UK.
Prime customers in eligible London areas will have access to the service for an additional £6.99 a month. Consumers in those areas can “now order their full weekly grocery shop from a range of over 130,000 competitively priced products.”
“In addition to fresh fruit and vegetables, meat, seafood, baked goods, dairy and more, AmazonFresh customers can also choose from a wide range of pet supplies, baby, health and beauty products,” Amazon said.
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.
Retail expert Bryan Roberts, from TCC Global, told the BBC that although AmazonFresh is only launching across 69 postcodes in London, the launch still represents a big threat to the UK’s big four supermarket chains.
“While there is no cast-iron guarantee of success… I’m tempted to believe that we’ll look back on today as something of a disruptive game-changer up there with the entry of Aldi and Lidl,” he said.
Vice President of AmazonFresh, Ajay Kavan, commented: “The bar in grocery retailing is exceptionally high. The supermarkets and grocers are amongst the very best retailers in the world. 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.”
“We are launching with a comprehensive offer in a limited area and will take our time to hone and improve our service based on our learnings and feedback from our customers,” Kavan added.
“We will be very methodical and considered in how we roll this service out further in the UK.”
AmazonFresh’s debut in the UK comes after the online retailer secured a deal with Morrisons to provide it with wholesale fresh and frozen products.
The service will also offer premium products from “more than 50 of London’s finest local producers”.