Shoppers no longer need to sign up for a monthly AmazonFresh delivery subscription before they order from the service. The online retailer is making the grocery delivery service available on demand to those who are already members of its Prime subscription scheme.
Shoppers who are Amazon Prime members, live within the 302 postcodes in London and the South East where the service is available, and place an order worth at least £40 will now be able to pay £2.99 for a one-off on-demand delivery, or continue to pay £3.99 for an unlimited number of deliveries in a month.
"We are constantly innovating on behalf of our customers to deliver the things we believe they will always care about - low prices, vast selection and fast delivery," said Russell Jones, country manager at AmazonFresh UK. "By offering an on demand option as part of our AmazonFresh service, Prime members have even more flexibility when it comes to doing their weekly shop online."
Our view: Amazon Fresh won headlines when it first launched in 2016 for same-day fulfilment within as little as an hour that was then way ahead of the competition. Since then the UK’s grocers have responded and the Amazon service now has very meaningful competition. Tesco, Waitrose, Sainsbury’s and Ocado all now offer fast same-day delivery in London – and often beyond – while some also offer same-day collection from store. With its latest move, Amazon appears to be moving to make its service more convenient and cheaper for shoppers who order less frequently – and to make itself more competitive against those grocers in doing so.