Amazon is now selling groceries in the UK – a first for the online retail giant.
However, the offering is only currently available to select customers in Birmingham.
An Amazon spokesperson highlighted to TrustedReviews the move isn't part of the AmazonFresh scheme.
Instead, it’s just a selection of around “50 fresh and frozen products” available through Prime Now – that’s Amazon’s one-hour delivery service.
“Prime Now customers already benefit from ultra-fast delivery on everything from essentials such as bottled water, coffee, and nappies to must-have products such as the latest video games and devices,” Amazon tells us.
The spokesperson continues: “We are excited to add a range of chilled and frozen items to this selection as we continue to expand the number and variety of products that can be ordered for delivery within 60 minutes.”
It was previously reported that London would be the launch location for Amazon’s grocery deliveries, but that no longer appears to be true.
Instead, "London will launch in the coming weeks", another Amazon spokesperson tells us.
To make the deliveries possible, Amazon has reportedly leased a 257,855square-foot warehouse in Leicestershire.
There are also reports of a 304,751 square-foot site being leased in London for the – now confirmed – eventual rollout in the capital.
AmazonFresh is Amazon’s US grocery delivery service, a subsidiary of the company, which first launched back in August 2007.
It’s since rolled out across a number of US cities, although the UK has been left without.
The platform was previously rumoured to launch in the UK this September, although Amazon maintains that the new groceries aren’t being peddled under the AmazonFresh branding.
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To buy groceries, you’ll need to be an Amazon Prime member – at a cost of £79 per year.
You can then order the goods through the Prime Now app, which lets you select one-hour or two-hour delivery slots. Note that the former incurs a £6.99 surcharge.
Prime Now is only available to select customers in Birmingham and its surrounding areas, as well as London. You can check to see if your postcode is eligible here.
Will you be buying groceries from Amazon? Let us know in the comments.
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