Amazon Fresh is now available on demand in the UK allowing Prime customers which are not signed up to the monthly delivery service to order groceries online anytime.
Prime customers who live within the 302 postcodes in London and the South East can now pay £2.99 for a one-off on-demand grocery delivery on orders over £40.
Previously Amazon Fresh deliveries, which can come in as little as one hour, were only available to subscribers who pay £3.99 a month for unlimited deliveries.
Although Amazon has also launched this new scheme in Indianapolis in the US, it is not yet clear if this service will be expanded to more locations in the UK.
“We are constantly innovating on behalf of our customers to deliver the things we believe they will always care about – low prices, vast selection and fast delivery,” Amazon Fresh UK country manager Russell Jones said.
“By offering an on demand option as part of our Amazon Fresh service, Prime members have even more flexibility when it comes to doing their weekly shop online.”