Now you can do your food shop on Amazon and have it delivered to your door

There’s an app and everything

Amazon is pitting itself against the UK’s biggest supermarkets by launching a food delivery service.

Amazon Fresh is already up and running in Birmingham and is coming to London later this month.

The model is being transferred from the US where inhabitants of major cities such as New York, Seattle, Los Angeles and San Francisco have used the service for some time.

“Amazon has been very tight-lipped about this new service,” Fraser McKevitt, head of retail and consumer insight at Kantar Worldpanel UK told Farmers Weekly.

“I would not like to bet against them, but they have got a number of real challenges to make this work in the UK.

“People are very loyal to their brands and major retailers. They are relatively reluctant to change online grocer when they have their ‘favourites’ list and payments details set up.”

The UK and US markets are very different, with Americans sticking to brands but Brits tending to buy about 50% own-label items. This means Amazon might have to consider setting up its own food brand, McKevitt said.

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