Amazon.co.uk has launched AmazonFresh in 69 Central and East London postcodes. Amazon Prime members in eligible areas can now order their full weekly grocery shop from a range of over 130,000 products.
These includwell-known brands as well as offerings from local food producers and shops based in locations including Borough Market and Notting Hill.
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. AmazonFresh is available via the Amazon.co.uk website or mobile app.
"The bar in grocery retailing is exceptionally high. The supermarkets and grocers are amongst the very best retailers in the world," said Ajay Kavan, Vice President of AmazonFresh.
"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," said Kavan. "We will be very methodical and considered in how we roll this service out further in the UK."
Amazon.co.uk has offered food and drink items for many years, having launched its Grocery Store in 2010. The Grocery Store features hundreds of thousands of ambient products including many niche, international and healthy options.
A range of fresh, chilled and frozen items is also available for Prime members through Amazon.co.uk's Prime Now service, which offers one-hour delivery 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.
AmazonFresh is available to Amazon Prime members as a trial, and thereafter for £6.99 per month with unlimited delivery for orders above £40.