Amazon is launching its fresh food grocery offering to Prime members from today, with the debut of AmazonFresh in the UK.

The service, which will be available to customers across 69 London postcodes for £6.99 per month, has been available to US customers for nine years.

The 130,000 products, including meat, fruit, vegetables, seafood and dairy products will be provided by supermarket Morrisons, which is adding the collaboration to its own burgeoning web offering in partnership with Ocado.
Amazon is offering one-hour delivery slots from 7am to 11pm including same-day delivery for orders placed before 1pm.

"The bar in grocery retailing is exceptionally high. The supermarkets and grocers are amongst the very best retailers in the world," said AmazonFresh vice president Ajay Kavan.

"We believe that the key to the long-term success of AmazonFresh is to bring together the low prices, vast selection, fast delivery options and customer experience that Amazon customers know and love.

"We are launching with a comprehensive offer in a limited area and will take our time to hone and improve our service based on our learnings and feedback from our customers.

"We will be very methodical and considered in how we roll this service out further in the UK."