The online store is selling over 22,000 grocery lines from third-party suppliers and is offering free delivery to customers who join Amazon Prime for £49 per year. Free Super Saver Delivery also applies to orders over a certain value.
"With the introduction of this new store, there are thousands of household, niche, ethnic and international grocery items, all available at the click of a button," said James Leeson, director of grocery at amazon.co.uk.
Bakery brands such as Biona speciality breads, Livwell gluten-free products and Oreo cookies are currently sold on the site, mostly through third-party distributors and wholesalers. However, Fabulous Bakin' Boys sells its cakes directly through the site in cases of 12 or 24 at the recommended retail price.
"We pay a percentage to Amazon and ship directly to the customer," said MD Gary Frank. "We're not expecting to make millions though Amazon, but it gives us good exposure and it's convenient for people to add some flapjacks or muffins to their order when they are buying DVDs or books. Online is an area that is growing quickly. Our own website currently turns over £150,000 to £200,000 a year."