While the UK grocery market remains overcrowded and extremely competitive, online giant Amazon has added it fresh food offering into the mix.
AmazonFresh is available from today to customers in 69 central and east London postcodes to Prime members for an extra £6.99 a month. The extra cost covers unlimited delivery for orders more than £40. Those under will cost £3.99.
AmazonFresh has been trading in the US for nine years and arrives in the UK this year with the assistance of Morrisons which has agreed to provide wholesale ambient, fresh and frozen products to Amazon, despite operating its own ecommerce platform in parntership with Ocado.
Amazon noted that its customers could now complete their full grocery shop, with over 130,000 fruit, vegetables, meat, seafood, dairy products and household supplies to choose from.
The online retailer confirmed that it is offering "everyday low prices" and shoppers could choose one-hour delivery slots from 7am to 11pm seven days a week, as well as same-day delivery for orders placed before 1pm.
Customers who are unhappy with the quality of their fresh produce will receive a refund and a free substitute for any ordered item that is unavailable on delivery.
"The bar in grocery retailing is exceptionally high. The supermarkets and grocers are amongst the very best retailers in the world" said AmazonFresh vice president Ajay Kavan.
"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.
"We will be very methodical and considered in how we roll this service out further in the UK."