Customers in North, East and South London are now able to order groceries from the online retail giant. They must be signed up for a monthly subscription fee of £6.99, which includes unlimited free deliveries on grocery orders over £40.
The service offers more than 130,000 grocery products, including Morrisons own-label lines. A range of fresh, chilled and frozen lines are also available for Amazon Prime members through the one-hour delivery service Prime Now.
Ajay Kavan, vice president of AmazonFresh, said: “The initial response we have received from customers in the capital has been very positive, with many citing low prices, vast selection and fast delivery as their reasons to shop on AmazonFresh.”
He added: “We are honing and improving our offer based on customer feedback and will continue to do so as we open up the service to an even greater number of Londoners.”
AmazonFresh made its entrance into the UK grocery market on 9 June, in a move which threatens Britain’s already under-pressure supermarkets.