Amazon Prime customers will be able to get groceries delivered to their homes for free from today, with same-day slots available in some areas, the firm has announced.
The tech giant will automatically offer its Amazon Fresh service to Prime subscribers across 300 postcodes from Tuesday, giving them free two-hour food delivery slots on orders of more than £40.
It comes after figures showed online shopping now accounts for £3 of every £10 spent in the UK – up from £2 before the coronavirus outbreak.
With supermarkets providing a lifeline to the vulnerable during the COVID-19 pandemic and people continuing to buy their food online, Amazon appears to be cashing in on the new trend.
Customers can now purchase thousands of grocery items on Amazon, supplied by Booths and Whole Foods, as well as a range of brands including Pepsi, Danone and Warburtons.
Prime members living across 40 postcodes in London and the South East will also be able to get their groceries on the day they order them after the online retailer vowed to speed up delivery times.
The free Fresh scheme could be extended to the rest of the country by the end of the year, a spokesman said.
Russell Jones, country manager at Amazon Fresh UK, said sales have been “particularly strong” following the lockdown, but stressed that the latest move had been in the pipeline long before the virus outbreak.
Mr Jones said: “Prime members love the convenience of grocery delivery at home, which is why we’ve made Amazon Fresh a free benefit of Prime.
“Grocery delivery is one of the fastest growing businesses at Amazon and we think this will be one of the most-loved Prime benefits in the UK.”
Amazon Prime subscribers get next-day delivery on millions of products and unlimited access to its TV and film collection through its Prime Video streaming service.