LONDON, UK – As the service continues to ride consumer demand for ease and accessibility, AmazonFresh launched operations in north and east London late last week. 

The service will first be available to 69 postcodes with one-hour delivery options, before expanding to other parts of the city as well. Only AmazonPrime suscribers will be able to access the service, after paying an additional fee of £6.99 (roughly $9.96) per month, or about £84 ($121.85) yearly. 

“The bar in grocery retailing is exceptionally high. The supermarkets and grocers are among the very best retailers in the world. We will be very methodical and considered in how we roll this service out further in the UK,” said Ajay Kavan, Vice President of AmazonFresh, according to The Guardian.

Kavan went on to say that the service expects to find success in low prices, a wide selection, and fast delivery. Delivered items will be transported in paper bags protected by chillboxes, a method which has already been implemented by independent operators who deliver non-food items for Amazon.

The Guardian noted that big brand names, such as Coca-Cola and Morrisons, will be included in the service, as well as around 50 local shops. 

As we previously reported, AmazonFresh has been looking to enter the highly competitive London delivery-market for over a year, the first step outside of the U.S. for the service.

As the deal goes live, and the company hones its strategies for the biggest success, many speculate if these decisions will have a crossover into the U.S. market and the effect it will have on other retail markets. 

Stay with AndNowUKnow as we continue to report on the ever-changing state of the retail market and shifting consumer needs.

AmazonFresh