Amazon has launched its AmazonFresh delivery service in 69 Central and East London postcodes.
Available to its paying Amazon Prime customers, the AmazonFresh service allows shoppers to do weekly grocery shops selecting from more than 130,000 competitively priced products, including goods from local London producers and Borough Market.
Customers can also choose from tens of thousands of grocery items from major brands including Coca-Cola, Kellogg’s, Danone, Warburtons and Walkers, plus own label goods from Morrisons, following its partnership with the supermarket chain announced earlier this year.
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.
The service is also available via the Amazon.co.uk website or mobile app.
Ajay Kavan, vice president of AmazonFresh, said: “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.”
“We will be very methodical and considered in how we roll this service out further in the UK.”
In addition to fresh fruit and vegetables, meat, seafood, baked goods, dairy, AmazonFresh customers can also choose from a wide range of pet supplies, baby, health and beauty products.
All perishable products are covered by a Freshness Guarantee 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, customers will not be charged for the item and will receive a free substitute product in its place.
Amazon.co.uk has offered a small selection of food and drink items to regular customers since 2010.
Amazon Prime customers in eligible postcodes can sign up now for a 30-day free trial of AmazonFresh. AmazonFresh is then available to Amazon Prime members for £6.99 per month with unlimited delivery for orders above £40.