Amazon is expanding its fast-track delivery services in the UK, including adding fresh fruit and vegetables to same-day deliveries, after closing its standalone grocery stores. The same-day grocery service will be an additional free option for those signed up to the Amazon Prime subscription service.
Ultra-fast deliveries expand to Manchester and Birmingham
The company announced that Amazon Now, its ultra-fast delivery service that already delivers goods in less than 30 minutes to parts of London, will also serve Manchester and Birmingham this year. Additionally, same-day delivery services will be extended to Ipswich and Coventry.
Fresh groceries now available for same-day delivery in London
Shoppers in London will be able to add fresh groceries to same-day deliveries for the first time. This service, trialled in the US, allows customers to include fruit and vegetables, meat, poultry, seafood, dairy, bread, eggs, and frozen foods in the same basket as other groceries such as tinned and packet goods, as well as other products from fashion to DIY kits. The service will initially be available in parts of central and east London, with plans to expand to additional postcodes and areas across the country in the coming months.
John Boumphrey, Amazon's UK country manager, said: "We're focused on making grocery shopping easier and faster for customers, with low prices on millions of items."
Pricing and membership details
The same-day grocery service is a free option for Amazon Prime members, who get free same-day delivery on orders over £20. Non-Prime members pay a £5.99 delivery fee regardless of basket size.
Amazon's investment and strategy in the UK
Amazon, which last year booked sales of £30 billion in the UK for the first time, has pledged to invest £40 billion in the UK over three years from 2025. The company is overhauling its approach to the UK grocery market, focusing more on its Whole Foods business after closing its Amazon Fresh hi-tech "just walk out" stores last year.
Despite its scale, Amazon has faced challenges competing with major players like Tesco, Sainsbury's, and the online grocery specialist Ocado's joint venture with Marks & Spencer. Last autumn, Amazon announced plans to double the number of Prime members in the UK with access to at least three of its grocery options, through partnerships with Morrisons, Iceland, Co-op, and Gopuff, and by selling more fresh groceries via its site.
Robotics and drone trials
Amazon is increasing its use of robotics in warehouses, including AI-empowered voice-controlled machines, to enable fast-track deliveries. The company's Darlington fulfilment centre has begun trialling drone flights as part of its Prime Air delivery service, making Darlington the first location in the UK to test this technology.
