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Amazon launches fresh food delivery in the UK

Londoners will be first to benefit from grocery delivery that will include artisan goods from Borough Market, as well as typical supermarket grub from Morrisons.

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Amazon is going head to head with the UK's biggest supermarkets with the launch of its own fresh food delivery service.

The online retailer announced on Thursday that it will deliver more than 130,000 different foodstuffs to addresses in and around London by partnering with Morrisons supermarket. It marks the expansion of the company's seven-year-old AmazonFresh service outside of the US for the first time.

"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," said Ajay Kavan, vice president of AmazonFresh. "We will be very methodical and considered in how we roll this service out further in the UK."

To appeal to the tastebuds of Londoners, the company is going beyond offering up standard supermarket grub and household brands by partnering with 50 small, local shops including Paxton & Whitfield, Gail's Artisan Bakery and Konditor & Cook.

Amazon promises fast and flexible delivery, with one-hour delivery slots available between 7am and 11pm seven days per week, as well as some same-day delivery. The company is providing a free 30-day trial and AmazonFresh will thereafter be available to Prime customers for £6.99 per month, with unlimited delivery for orders above £40.