AmazonFresh in the UK

AmazonFresh in the UK

Amazon Fresh's little green trucks are coming to London! The announcement was made a few days ago, marking the first step outside of the United States for Amazon Fresh. It will be available to Amazon Prime users in 69 postcodes across  London, with a 30-day free trial available to anyone who signs up to use Fresh for the first time. Orders received before 1pm will be delivered by 11pm in the little green trucks. 

With more than 130,000 dairy, bakery, and other fresh products, Amazon will also deliver goods from around 50 small local specialist stores, including stalls at London's Borough Market, confectioner Konditor & Cook,  local fishmongers, and high-end chocolatiers.

The world leader in delivery decided to set up AmazonFresh in the UK after conducting several tests throughout British capital this summer, sending fresh items out from its depot in Bow, East London. Ahead of this, Amazon had recently been linked to a deal with Morrisons, the terms of which saw the British supermarket chain agreeing to supply grocery items to the retail giant.

Amazon's Fresh service has actually had sluggish growth in the United States, giving time for many British supermarkets — including Morrisons — to develop their own  internal grocery delivery services. Ajay Kevan, Amazon Fresh's vice president says the company will test the market carefully, "British supermarkets and grocers are among the very best retailers in the world," Kavan told The Guardian. "We will be very methodical and considered in how we roll this service out further in the UK."

The coming months will tell us if it was the best investment to make or not! 

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