Amazon is competing with British supermarkets as it launches its own food delivery service in the UK in 69 central and east London postcodes Amazon Fresh is available to Amazon Prime customers in areas including Camden, Hackney, Soho, Marylebone and Mayfair as the service makes its first steps outside the US. Prime users are already paying a £79 annual subscription for the service which offers TV and music streaming and free deliveries on certain items. They can now sign up to the AmazonFresh service for an additional £6.99 monthly fee with unlimited deliveries for orders of above £40. Customers will be able to order from a catalogue of about 130,000 products. Same-day delivery will be available, allowing shoppers to order at lunchtime for a delivery at 5pm the same evening. It puts further pressure on Britain's big four supermarkets which are already facing a battle against the rise of German discounters Aldi and Lidl, which continue to win customers with their low prices and increased store numbers.
