AmazonFresh launches in London

Amazon shoppers in 69 central and East London postcodes are now eligible to use the AmazonFresh grocery delivery service.

The scheme is open to Amazon Prime members, who can now order from more than 130,000 products including fresh fruit, vegetables and meat. Shoppers will be able to opt for one hour or same day delivery.

The one hour service is available from 0700 – 2300 sven days a week. Same day delivery is available up to 1700 for orders placed by 1300.

Prime members in those postcodes can sign up for a 30 day free trial of AmazonFresh. After that, they will have to pay £6.99 a month with unlimited delivery for orders of more than £40 in value.

“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.”

Kavan added, “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.”

Amazon has been operating in the food and drink sector for some time. It started its Grocery Store in 2010 and from November last year it launched Amazon Pantry, a nationwide one day delivery service for Prime members.

A range of fresh, chilled and frozen items is also available for Prime members through’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.