Amazon launches AmazonFresh grocery service in London

Amazon has unveiled its long-awaited move into the UK grocery market, launching its AmazonFresh service across parts of London.

The move will pile pressure on Britain’s supermarkets, already suffering at the hands of discounters Aldi and Lidl, which have sparked at intense price war in the sector.

The online retail giant said that the service is now available to Amazon Prime subscribers across 69 central and east London postcodes. Orders can be made seven days a week and delivered the same day, depending on when they are placed.

Branded items like Warburtons bread and Kellogg’s cereal will be on sale alongside premium products from local producers like Gail’s Artisan Bakery.

Amazon said its service combines the “low prices, vast selection, fast delivery options and customer experience that Amazon customers know and love”.