Amazon Fresh sets out its stall in the UK

15th Jun 2016

Amazon, which is currently at the top of the UK Customer Satisfaction Index, has entered the UK grocery market. Its Amazon Fresh service is now available to 69 central and east London postcodes.

The service’s 130,000 items include popular brands such as Kellogg’s and Coca-Cola and more than 1,000 products from the Morrisons range, after Amazon struck a deal with the UK’s fourth-largest supermarket chain in February. It has also partnered with 50 independent food shops such as artisan bakery Gail’s, butchers C Lidgate and chocolatiers Paul A Young.

“We believe that the key to the long-term success of Amazon Fresh is to bring together the low prices, vast selection, fast delivery options and customer experience that Amazon customers know and love,” says vice president Ajay Kavan.

Amazon Fresh is available to Amazon Prime subscribers for an additional cost of £6.99 a month. It features Amazon's Freshness Guarantee, where customers can receive a refund if they are unhappy with the freshness of their products. It also offers same-day deliveries, unlike the majority of competing grocery services.

“We are launching with a comprehensive offer in a limited area and will take our time to hone and improve our service,” adds Kavan.

The move comes at a time when established supermarket chains are expanding their product range to attract customers with more non-grocery items. Last week, Sainsbury's reported that its like-for-like retail sales (excluding fuel) fell 0.8% in the 12 weeks to 4 June. However, an area of growth for the company has been the re-introduction of vinyl albums to its music range. It has captured 8% of the market, selling vinyl at 171 of its shops.

Click here for more information on the UK Customer Satisfaction Index

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