AmazonFresh Doubles Coverage In London

Amazon has revealed that its new AmazonFresh service has now been expanded to 190 Greater London postcodes, more than doubling its coverage since its launch in June.

The expansion means members of its Prime scheme across South and Southwest London, from Brixton to Leatherhead, and Richmond to Croydon, can now order a full grocery shop from the online giant, further encroaching on the supermarket multiples territory.

The expansion follows a number of new developments in the grocery sector by Amazon in recent weeks.  These include the introduction of its innovative Dash device that allows customers to scan a product barcode or say the name of a product to add items automatically to their Amazon online shopping basket. The group has also launched the Dash Button in the UK, a Wi-Fi-connected device that reorders consumer’s favourite products with the press of a button.

“We’ve been delighted with the positive response we’ve had from customers across London with our convenient delivery options, vast selection and low prices regularly cited as reasons for using AmazonFresh,” said Ajay Kavan, Vice President of AmazonFresh. “We are excited about bringing the service to even more Prime Members in more parts of London and look forward to hearing their feedback as we continue to further improve AmazonFresh as we rollout to new areas.”

The group added that launch of AmazonFresh has also provided a boost to many of the smaller local shops and food producers that sell their products on Amazon alongside bigger brands.

“Launching on AmazonFresh has given us the opportunity to reach more customers than we could ever have imagined,” said Thom Elliot, founder of Pizza Pilgrims. “The feedback we’ve had has been really positive and, with the service expanding in London and beyond, we look forward to helping even more pizza fans get our pizza kits delivered right to their door.”

NAM Implications:
  • Continuing concentration of coverage in Greater London has to provide the scale that will support increasing intensity of AmazonFresh in other parts of the UK
  • This has to represent incremental opportunity for on-board suppliers…
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