Apex Insight reported yesterday that Amazon was rumoured to be interested in taking on the likes of Just Eat and Hungry Horse in the restaurant delivery market. The company confirmed overnight that Amazon Prime customers in Seattle WA can now have food delivered from a number of restaurants locally.

In a statement from Amazon, the company said, “Using the Prime Now mobile app, Seattle customers can view participating restaurants, browse menus, place orders and track the status of their delivery in real time. Once an order is placed, Amazon delivery drivers pick up and deliver the food within an hour or less.”

Amazon doesn’t rush into global rollouts of its products so where there is a potential threat in the medium to long term for existing businesses in the UK, it isn’t imminent. It will be interesting to see how Amazon operates in this market and whether it expands this thread to a global reach.