Amazon Fresh Launch
Amazon are making an adventurous foray into fresh food.
It is a potentially ‘game changing’ development for the high street, and for growers and producers. It has always been difficult to link growers to shoppers directly for chilled and frozen foods. Since an established distribution system is not really in place, dominated instead by supermarkets.
Amazons approach is to offer produce from local suppliers, butchers, bakers and markets, from a range of smaller businesses and deliver these direct. Amazon Fresh is a pilot project available in parts of East and Central London. There are delivery time windows you can book same day delivery or 1 hour slots from 7am to 11 at night.
The range of food on offer is quite good already. Comparison of prices with other online retailers shows it is quite competitive.
Amazon has already taken steps to enter the online supermarket market, with Amazon Pantry, which sells everyday household items. Research on comparable shops with its major competitors, Ocado, Tesco and Asda, showed that Amazon was the cheapest.
Amazon Pantry, like Amazon Fresh, is only available to Amazon Prime users.
Amazon doesn’t have its own brand items, but has struck a deal with Morrisons to supply these on Amazon Fresh. Since Morrisons is slightly more expensive than Asda, and I doubt the supermarket will undercut itself, there is probably not much in it price wise at this stage. Let’s hope that this heralds a positive change for choice and local producers.