Amazon to enter the grocery market as of today

AmazonFresh is available from today to customers in 69 central and east London postcodes who are members of the retailer’s Prime subscription service, for an additional £6.99 a month.

Amazon said customers could now order their full weekly grocery shop including fresh fruit and vegetables, meat, seafood and dairy products from an initial selection of more than 130,000 items.

Major brands include Morrisons, Coca-Cola, Kellogg’s and Walkers, while more than 50 London producers such as C.Lidgate, FishWorks, Paxton & Whitfield, Konditor & Cook, Bad Brownie and Daylesford are also involved.

The extra charge includes unlimited delivery for orders above £40 but deliveries under the threshold will cost £3.99 each.

The arrival of AmazonFresh, which has been operating in the US for nine years, comes after the retailer signed a deal with the supermarket Morrisons, which has agreed to provide wholesale ambient, fresh and frozen products to Amazon despite already operating its own website in partnership with Ocado.

AmazonFresh vice president Ajay Kavan said: “The bar in grocery retailing is exceptionally high.”