Amazon Fresh is poised to add another 42 postcodes to its delivery catchment area across the south east of England, as its one-year UK anniversary approaches.
Subscribers to Amazon Prime in Hertfordshire and Bedfordshire will now be included in the grocery home delivery service, bringing the online giant’s total to 302 postcodes.
Since its introduction to the UK less than a year ago, the service experienced a rapid expansion that is now becoming synonymous with Amazon.
Starting in 69 postcodes offering 130,000 items, its partnership with Morrisons and increasing market share across various retail sectors has seen this grow to 180,000.
This partnership, which Amazon Fresh’s vice president Ajay Kavan was “very pleased” with, has dealt a significant blow to Amazon’s main rival in the sector Ocado, which holds a 25-year supply deal with Morrisons.
Despite its market share coming under intense pressure, Ocado announced this morning that it had completed a long overdue deal to sell its branded software Ocado Smart Platform to a mystery European grocery chain, sending shares skyrocketing.
Speaking to The Times, Kavan added: “We recognised from day one that the bar in UK grocery is high but we have always believed that the key to long-term success in Fresh is offering a vast selection at low prices with an excellent customer experience.
“We said we would take our time and be methodical but a year since we launched we are really pleased with the take-up and the response.”