AmazonFresh Expanded To Another 59 Postcodes In London

Amazon has rolled out its fledgling grocery delivery service to another 59 postcodes in North, East and South London.

AmazonFresh was initially launched in 69 London postcodes on 9 June. However, Amazon said that its Prime members in 128 eligible postcodes can now order a full weekly grocery shop from a range of over 130,000 products, which include major brands, Morrisons’ own label lines and offerings from local food producers.

“The initial response we have received from customers in the Capital has been very positive with many calling out low prices, vast selection and fast delivery as their reasons to shop on AmazonFresh,” said Ajay Kavan, Vice President of AmazonFresh. “We are honing and improving our offer based on customer feedback and will continue to do so as we open up the service to an even greater number of Londoners.”

Amazon revealed that the very first AmazonFresh order included Simply Chicken Skinless Breast Fillets, Growers Pride Mango, Farm Folk Thai Basil and Maynards Bassetts Wine Gums. It was ordered at 8.13am and delivered at 5.02pm to an address in EC1. Since launch, AmazonFresh customers in E14, N1 and EC1 have made the most orders with the most popular delivery window being 5pm to 6pm.

NAM Implications:
  • To see where this is heading, think saturation within the M25….
  • Followed by a gradual roll-out based on learnings…
  • …suppliers not involved could be missing a trick…?