Amazon Taps Into Takeaway Market By Offering Rapid Delivery From Restaurants To Prime Members

Amazon is bidding to grab of slice of Britain’s fast-growing takeaway market, announcing that members of its Prime scheme in selected London postcodes can now receive free one-hour delivery from a selection of hand-picked local restaurants.

Prime members can download the Prime Now app and enter their postcode to see if restaurant delivery is available in their area. In postcodes where the restaurant delivery service is available, customers will see Amazon Restaurants on the home page.

Customers can view participating restaurants, browse menus, place orders and track the status of their delivery in real time. Once orders are placed, delivery drivers pick up and deliver the food in an hour or less.

“London offers some of the best cuisine from around the world, so we’re delighted that Amazon Prime customers can now enjoy food from their favourite restaurants via Amazon’s ultra-fast Prime Now service,” said Al Wilkinson, UK Head of Amazon Restaurants, Amazon. “Based on our own research into what is important to consumers in food delivery, our team have hand-picked a selection of the best quality local restaurants in London. We’re excited to be helping many of these small businesses start offering home delivery for the very first time.”

Initial locations offering the service include the City, West End, Westminster, Pimlico and Victoria in central London; Whitechapel, Bethnal Green, Bow, Clapton, and Homerton in the east; Islington, Stoke Newington and Stamford Hill in the north; Kensington and Chelsea in the west; and Southwark, Lambeth, Vauxhall and Kennington in south London, with Amazon planning to expand further.

Amazon Restaurants delivery via Prime Now first launched in Seattle in September 2015, and has quickly rolled out to a number of cities in the US.

NAM Implications:
  • Suppliers that anticipate Amazon’s aim to supply anything that can legally be sold to shoppers, anytime, anywhere and in whatever way desired, will rarely be surprised by any Amazon initiatives…
  • Restaurant home delivery to Prime subscribers is long overdue…