Amazon is further expanding its grocery delivery services by partnering with Deliveroo to offer over 1,000 items for delivery from its Amazon Fresh store in Hoxton, London.
This move allows customers in the area to conveniently shop for a wide range of products, including Amazon’s ‘by Amazon’ own-label items as well as popular branded goods. It’s part of Amazon’s strategy to streamline the grocery shopping experience for its customers.
Matt Birch, Director of Amazon Fresh UK, explained, “We want to give customers the opportunity to meet all their grocery needs through one relationship with us, and we’re starting to do that right here in London with our growing portfolio of offerings.”
Customers now have various options, from grabbing a coffee and a croissant at an Amazon Fresh store in the morning to ordering groceries for their entire family online through Amazon Fresh. They can even pick up any items they may have missed during their shopping trips, either from Amazon Fresh or Whole Foods Market, through Deliveroo.
This move follows Amazon’s earlier investment in Deliveroo, where it acquired a 16% stake in the company in 2019, a deal that received regulatory approval the following year. As part of Amazon’s efforts to enhance its Prime membership offering, unlimited free takeaway and grocery delivery on Deliveroo orders over £25 for a year was introduced in late 2021.
While Whole Foods Market stores, which are owned by Amazon, have been available on the Deliveroo app since 2020, this marks the first time that Amazon Fresh physical stores have been integrated into the platform.
This news coincides with Amazon’s opening of its 19th Amazon Fresh store, located in Liverpool Street, London. As with other recently launched Fresh stores, this location features a gateless entry system, allowing customers to enter without scanning their smartphones at an entry barrier, a departure from the usual entry process at most Fresh stores.
In the coming months, it’s expected that additional Amazon Fresh stores will also be listed on the Deliveroo app, expanding the convenience and choices available to customers.