Amazon Fresh expands across London

Amazon Prime members in 128 London postcodes can now use Amazon's new grocery service, Amazon Fresh.

The e-tail giant has added 59 postcodes in north, east and south London which can access the service which went live in the UK last month.

Amazon Fresh is offering a range of 130,000 competitively priced products from household brands to local food from areas including Borough and Notting Hill.

The service is available to UK Prime customers (who spend £79 per year on their membership) at an additional cost of £6.99 a month. Customers are offered one-hour delivery slots from 7am to 11pm, seven days a week, with same-day delivery on orders placed by 1pm.

"The initial response we have received from customers in the capital has been very positive with many calling out low prices, vast selection and fast delivery as their reasons to shop on Amazon Fresh," said Ajay Kavan, VP of Amazon Fresh. "We are honing and improving our offer based on customer feedback and will continue to do so as we open up the service to an even greater number of Londoners."

Amazon said the first UK grocery order included chicken breast fillets, mango, Thai basil and Maynards Bassetts Wine Gums, which was ordered at 8.13am and delivered at 5.02pm to an address in EC1. London postcodes E14, N1 and EC1 have made the most orders over the last three weeks, with the most popular delivery window being 5pm to 6pm.

When the service launched last month in 69 central and east London postcodes, 50 artisan London producers partnered with the online behemoth, including Gail’s Artisan Bakery, C.Lidgate, FishWorks, Paxton & Whitfield, Konditor & Cook, Bad Brownie, Daylesford, Chegworth Valley and Turnips.

Amazon declared farmers' markets, such as Borough Market, as partners, but Essential Retail understands there was no such arrangement between Amazon and the historical site near London Bridge.

Borough Market, the charity which runs the market with over 100 traders, disputed the partnership, saying if it was to look at a delivery service it would be done with a sustainable company.

Amazon has since removed Borough Market branding from its Amazon Fresh website, instead offering traders an online home under the tab 'Borough' instead. 

This week also saw Amazon unveil plans for its second-annual Prime Day, Tuesday 12 July, which will feature more than 100,000 deals worldwide exclusively for its Prime members. New and existing members in US, UK, Spain, Japan, Italy, Germany, France, Canada, Belgium and Austria will find deals across nearly all departments and categories.