Here’s What Happens When You Use Amazon Fresh

Here's What Happens When You Use Amazon Fresh

After many months of logistical planning and testing, the online retailer and tech giant Amazon has launched “Fresh”, which is a grocery delivery service now available in the UK. Amazon have just confirmed, in the last 24 hours, that the service will be available to Prime customers in the UK, specifically  Prime customers in the 69 post code areas across central and east London (as shown in the picture below) and this is its first offering of this service outside the US.

Amazon Fresh UK grocery delivery service launches in London

This has been possible with its partnership with Morrisons and Amazon currently have around 130,000 products from  familiar brands and locally based UK suppliers and, if you are in the areas shown above then you can try this service from today with a free 30 day trial + £20 gift card with this link*. You can order everything from meat, seafood, dairy, fresh fruit, vegetables as well as a number of everyday household items.

Amazon Fresh UK will also give you free same day delivery on orders over £40, however, anything under £40 will incur a £4 delivery charge.

Ajay Kavan, is the Vice President of Amazon Fresh and he says:

“We are launching with a comprehensive offer in a limited area and will take our time to hone and improve our service based on our learnings and feedback from our customers…We will be very methodical and considered in how we roll this service out further in the UK.”

Although the service has been available to people in the US for almost 10 years, the pricing for the UK service is slightly different because it is based on a monthly subscription model. First of all you will need to have Amazon Prime for £79 year (learn how to get 6 months of Amazon prime for FREE) and then you will need to pay an extra £6.99 monthly fee on top which entitles you to unlimited orders each month that are over £40, which means you always get free delivery. This may seem like a lot of money but consider that US customers have to pay $299 before they can access the service.

The jury is still out about how much cheaper it is when compared to other supermarkets but some initial online analysis says that it is just as cheap as going to Asda (one of the lowest cost major supermarkets in the UK). However, it’s main advantage is the convenience and ease of use. The video below is an honest review of the pros and cons of using Amazon Fresh:

What Does This Mean For The UK Supermarket Industry?

Bernstein (market leader in providing fundamental trading research, portfolio construction and risk analysis system) believe Amazon Fresh’s UK focus that has started in London will mostly affect the upmarket online supermarket sector so Tesco and Ocado would be affected but it seems that Sainsbury’s might be hit the hardest of the “Big Four”. Despite the growing concerns about the threat posed by Amazon Fresh to the UK food retail sector, that share prices of any of the major supermarkets did not take major falls following AmazonFresh launch.

Quick Facts

  • Amazon Fresh’s biggest advantage is it’s same-day delivery services.
  • It will deliver within one-hour time slots between 7am and 11pm, 7days a week and the same-day delivery option will be available from 5pm on orders placed by 1pm.
  • The service will cost Amazon Prime members an extra £6.99/month.
  • Amazon Fresh groceries will be delivered through the company’s existing delivery partners already within the Amazon Logistics network.
  • The delivery vans will not be branded with the Amazon Fresh logo but will instead be fitted with a separate frozen area and chiller crates.
  • They currently have over around 130,000 products on offer.

Amazon Fresh Free £20 Gift Card

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I would love to hear your thoughts…

Have you ever used Amazon Fresh? Do you think you will use it given how much money it might save you? Do you think Amazon Fresh will disrupt the UK supermarket industry and it what ways?

Please share your experiences and / or comments below.

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