Amazon poised to launch “Ultra Fast Fresh” offering same-day grocery delivery to 40% of UK households

Amazon is poised to launch a new “Ultra Fast Fresh” delivery service to bring rapid grocery deliver to 40 per cent of UK households by 2021.

The online giant is aiming to merge its Amazon Fresh grocery delivery service with its super-fast delivery arm Prime Now in the UK, retrofitting nine of its warehouses to handle, fulfil and deliver fresh produce in a matter of hours, according to The Grocer.

Prior to the COVID-19 pandemic, Amazon is understood to have met with a number of suppliers to discuss “hybrid grocery” service which will be fulfilled from these retrofitted warehouses, the first of which is expected to be in London.

READ MORE: Amazon Fresh launches on-demand delivery for non-subscribers

Amazon was due to host its “first Amazon UK Ultra Fast Fresh vendor day” on April 1, to which it invited numerous suppliers, however it was forced to cancel due to the pandemic and is understood to have rescheduled for July.

It is understood that the initiative would see Amazon Fresh become a free addition to Prime subscribers in the UK, dramatically increasing Amazon’s position in the online grocery space.

Currently Prime members must pay an extra £3.99 a month to access Fresh, or pay an individual delivery charge of £2.99.

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