Amazon Fresh has initially been launched in 69 postcodes across central and east London. Orders received before 1pm will be delivered by 11pm.
In a development which will be seen as game-changing for British supermarkets, Amazon will today announce it is to offer its Prime members same-day deliveries on a range of 130,000 fresh and frozen grocery items.
Amazon will use its partnership with Morrisons to supply the Bradford-based supermarket’s own-branded products, such as biscuits, which will mean it can compete against supermarkets’ cheaper white-label brands.
However, the majority of its items will be branded goods, such as Flora margarine, Cornetto ice creams or Yeo Valley yoghurts, for which Amazon has said it will benchmark prices against Tesco, Sainsbury’s, Asda, Morrisons and Waitrose.
As well as household names, Amazon Fresh is also starting a delivery service for 50 independent food retailers, such as Borough Market baker Konditor & Cook and London bakers Gail’s, which will mean artisan grocery orders placed before 8am can be delivered the same day, and orders before 5pm the next day.
Amazon Fresh will be available to Prime members – who already pay an annual £79 fee – for an additional £6.99 monthly fee which entitles them to unlimited orders a month above £40 for free.