Sainsbury's has announced it is trialling a one-hour home delivery service similar to Amazon's online delivery model.
Britain's second largest supermarket retailer said it was trialling its Chop Chop delivery service in the Wandsworth district of south London first, with a delivery fee of £4.99.
Customers living within a three kilometres radious of Sainsbury's Wandsworth estate can order up to 20 products for delivery to their home within an hour via an app on iPhones or iPads.
Sainsbury's chief executive Mike Coupe has said the company could see potential demand for having a basket of food delivered in such a short amount of time, and this would be complimented by the supermarket chain's nationwide store network and the range of products they offer.
Amazon launched Prime Now in London a year ago and it is now available to more than 30 percent of the UK population.
The app is available to Prime members only, but offers one-hour delivery on over 15,000 items for £6.99. However, there is no fee if a delivery is made within a choice of two-hour, same-day slots.
According to industry research group IGD, Britian's online food market is expected nearly double to £17.2 billion by 2020.