Amazon recently announced that it is launching AmazonFresh in the UK.
Amazon Prime customers in central and east London will have the option to order a full week’s worth of groceries and get it delivered to them on the same day. Although there is no specific date, the company plans to expand the deliveries out further across the UK.
“We are launching with a comprehensive offer in a limited area and will take our time to hone our service,” said Ajay Kavan of AmazonFresh, which launched in the United States in 2007.
The launch is limited to 69 postcodes in London and will expand to other parts of the city.
Retail expert Bryan Roberts from TCC Global believes that it will be the last thing local grocery stores want to hear:
“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.”
Amazon recently signed a deal with Morrisons, allowing customers to choose from hundreds of products available through its website. Products are being increased and other suppliers will be joining. Customers will be able to shop from 130,000 products, from items including fresh fruit and vegetables with prices that Amazon claims will be more affordable than grocery stores. Specialty food will also be offered from 50 local suppliers.
“Convenience, ultra-competitive pricing and customer service will find favour with urban shoppers and will heap immediate pressure on retailers that do sizeable business in the capital. The model is scalable and the popularity of the Amazon Prime ecosystem around the UK will mean that it will find a receptive audience,” said Roberts.
AmazonFresh is only available to Amazon Prime subscribers who pay a monthly fee of £6.99. This will mean that Amazon Fresh will cost them approximately £84 ($121.85) a year—much less than the $299 annual membership fee charged in the United States.
In other Amazon news, did you hear that they’re creating spinoffs of Ultraman and Kamen Rider?