Amazon is primed and ready to launch a new super-fast version of its Amazon Fresh grocery delivery service in the UK.
Called Ultra Fresh, the service is likely to be offered as an add-on to Prime membership and will see the standard Fresh delivery service offered as an inclusive benefit of Prime membership, reports The Grocer magazine.
The move would see Amazon repurpose five of its UK grocery warehouses to allow for picking and delivery “within hours” of orders being made and could service as much as 40% of the UK when up and running.
The move follows Amazon’s plan to expand its Prime Now grocery delivery partnership with Morrisons’ earlier this month and marks yet another step up in the UK grocery delivery war ushered in on the back of the COVID-19 lockdown.
Amazon Ultra Fresh has been available in the US as a free add-on to Prime Fresh and the company made Prime Fresh free in the US in October.