AmazonFresh to Make U.K. Debut

Amazon.com is launching its AmazonFresh grocery delivery service in the United Kingdom, where Amazon Prime members in 69 central and east London postcodes may order from a selection of more than 130,000 products.

Available through Amazon.co.uk or the e-commerce giant’s mobile app, the service offers one-hour delivery slots seven days a week between 7 a.m. and 11 p.m., with same-day delivery available from 5 p.m. for orders placed by 1 p.m. Users may choose from food staples such as fresh fruit and vegetables, meat, seafood, baked foods, and dairy, as well as such nonfood items as pet, baby, and health and beauty products. Brands include popular like Morrisons, Coca-Cola, Kellogg’s, Danone, Warburtons, Walkers and Yeo Valley, along with locally produced ones such as Gail’s Artisan Bakery, C Lidgate and Fishworks.

All perishable products have a guaranteed minimum shelf life and, with Amazon’s Freshness Guarantee, customers can receive a refund if they're unhappy with the freshness of the products they receive. If an ordered item isn't available upon delivery, customers won't be charged for the product and will receive a free substitute in its place.

"The bar in grocery retailing is exceptionally high,” said Ajay Kavan, VP of AmazonFresh. “The supermarkets and grocers are amongst the very best retailers in the world. 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," Kavan continued. "We will be very methodical and considered in how we roll this service out further in the U.K."