Amazon has started delivering fresh food to UK households.
Several reports emerged last month suggesting that an Amazon Fresh service for the UK was imminent. Now Amazon has officially given UK supermarkets something to worry about, starting with the capital.
Amazon will now deliver from a selection of some 130,000 groceries to homes in central and east London. Counted among those products will be fresh produce, dairy products, bakery goods and frozen items from a range of brands and suppliers - from Morrisons to local producers.
The service will only be offered to those with Amazon Prime subscriptions, and will cost a further £6.99 per month to access. There's an initial 30-day trial on offer.
This will be the first time the online retailer has taken Amazon Fresh outside of its native US, where it launched way back in 2007. It has offered a limited selection of groceries through its Amazon Now initiative, but not at the kind of scale or depth that would worry Tesco.
Related: Amazon Fire TV review
One of Amazon's key advantages over UK supermarkets will be its same day delivery service, and it will even offer one-hour deliveries to 69 London postcodes.
As for a wider UK rollout, Amazon promises that it will be "very methodical and considered" in how it rolls this service out into the rest of the UK, and that it will take its time to hone the service. In other words, if you live outside London, don't hold your breath.
Next, take a look at our Amazon Kindle Oasis review video:
Would you buy your groceries through Amazon? Let us know in the comments