Amazon is top dog for buying goods online, but when it comes to keeping your fridge stocked, your best bet is the supermarket.
That could all change however, as Amazon is reported to be planning a UK launch of its AmazonFresh grocery delivery service.
The Amazon.com subsidiary is an online shopping platform for groceries, and first launched in Seattle back in 2007.
It has since rolled out to a number of US cities, and now looks likely to land in London in mere weeks.
“Amazon is preparing for the imminent launch in Britain of its online grocery delivery service,” reads a Times report.
It continues: “Plans for Amazon Fresh are at an advanced stage and it could begin operating in London in September, a development that will have the UK’s already punch-drunk supermarkets reaching for the smelling salts.”
That’s bad news for UK supermarkets that offer deliveries – Asda and Tesco, for instance – as well as rival services like Ocado.
It’s worth noting, however, that AmazonFresh isn’t as simple as just loading goods into a standard Amazon shopping cart, at least in the US.
Over stateside, AmazonFresh is a premium service that requires a “Prime Fresh” subscription of $299 per year. That’s about £191 – UK pricing isn’t confirmed yet.
With US AmazonFresh, there’s also an added surcharge for any orders that don’t meet a $50 free delivery threshold.
Of course, Amazon hasn’t officially announced the service in the UK thus far, so it might launch here under entirely different terms.
At any rate, Amazon is clearly making an effort to step up its game in the UK. Just last month it launched Prime Now in central London.
That’s the company’s one-hour delivery service that was, until recently, only available in a select few US cities.
We've contacted Amazon to verify whether the reports of an imminent AmazonFresh UK launch are true, and we'll update this article with any response.