Shoppers in London can now order fresh food from Amazon

9 June 2016

Shoppers in 69 central and east London postcodes can now order their grocery shopping from Amazon, as the e-tailer has launched ‘AmazonFresh’.

The service will take on traditional supermarkets by selling 130,000 products including branded goods from the likes of Coca-Cola, Kellogg’s and Morrisons, as well as offerings from local food producers and shops such as Bad Brownie, Konditor & Cook and Chegworth Valley and Turnips.

In addition to fresh fruit and vegetables, meat, seafood, baked goods, dairy products and more, AmazonFresh customers can also choose from a wide range of pet supplies, baby, health and beauty products.

However, use of the service comes with a hefty price tag. You’ll either need to be a member of Amazon’s Prime subscription service costing £79 per year, and then pay an extra £6.99/month for access to Amazon Fresh. Or you’ll have to take out Amazon’s ‘Prime & Fresh Bundle’, which costs £14.98 per month (£95.88 a year) with no minimum subscription.

Amazon Prime offers certain services that aren’t available to free customers, such as unlimited one-day delivery, unlimited photo storage and access to the Kindle owner’s lending library.


How exactly does AmazonFresh work?

Shoppers can access the AmazonFresh service via or via Amazon’s mobile app.

There is no minimum order, although orders under £40 will incur a £3.99 delivery fee, while orders over £40 are free.

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.

Amazon says all perishable products have a guaranteed minimum shelf life and customers can receive a refund if they are unhappy with the freshness of the products they receive.

If an ordered item is not available on delivery, you won’t be charged for the item and you’ll receive a free substitute product in its place.

Ajay Kavan, vice president of AmazonFresh, says: "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. We will be very methodical and considered in how we roll this service out further in the UK."


How does AmazonFresh compare?

Here’s how AmazonFresh compares in price to four of the major supermarket brands:

Supermarket Min. spend Delivery cost (i) Other fees
AmazonFresh £0

Under £40: £3.99

Over £40L Free

Must be Prime member & have AmazonFresh subscription: £96-£163
Asda £25 (ii) £1-£6 (iii) n/a
Morrisons £40 £1-£5 (iii) n/a
Sainsbury's £25 £1-£7 (iii) n/a
Tesco £0 £1-£7 (iii) £4 surcharge on orders under £40

(i) Asda and Tesco offer free click & collect delivery, while Sainsbury's is trailling this at some stores. (ii) Majority of stores. (iii) Dependent on time & day of delivery slot.


Other Amazon food services

AmazonFresh isn’t the e-tailer’s first foray into the food market. It launched its Grocery Store in 2010, and its Pantry in November 2015 - both selling non-perishable produce.

A range of fresh, chilled and frozen items is also available for Prime members through Amazon’s Prime Now service, which offers one-hour delivery for £6.99 on minimum orders of £20, or free delivery within a choice of two-hour same day delivery slots to customers in London, Surrey, South Yorkshire, Manchester, Birmingham, Newcastle, Liverpool, Leeds, Portsmouth and their surrounding areas.

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