This week, Amazon have announced the launch of it’s Amazon Restaurants takeaway service in parts of London – making the US internet giant a direct rival for the leading food delivery services.
The internet firm said in a statement that its ‘Amazon Restaurants’ service would be available to subscribers of its Prime scheme, and that delivery would be free for orders over £15.
Amazon is the newest entrant to an increasingly competitive market, in which the main players are Deliveroo, JustEat and UberEats. The global e-commerce company will be a direct rival to the existing top names in the business; particularly so considering Amazon has bagged restaurant chains such as Strada and Planet Hollywood, to Michelin-star restaurants such as Benares.
In total, there will be 148 restaurants across London that offer deliver of their cuisine via the new Amazon service.
UK head of Amazon Restaurants Al Wilkinson stated in interview that Amazon team have hand-picked a selection of the best quality local restaurants in London, based on what food-delivery-service users tend to want. Some of the businesses that Amazon Restaurants are partnering with are small businesses who previously could not offer a home delivery service.
Amazon said all food deliveries will be completed in less than an hour, which is longer than the average targeted timeframe by companies such as Deliveroo or Uber. However Amazon have promised customers no menu mark-ups or hidden fees for the delivery service, provided their orders are at least £15 in total – which might make up for the issue of waiting for prospective customers.
The service will initially be available to Prime Now customers in the West End, Westminster, Pimlico and Victoria, Whitechapel, Bethnal Green, Bow, Clapton, Homerton, Islington, Stoke Newington, Stamford Hill, Kensington, Chelsea, Southwark, Lambeth, Vauxhall and Kennington. While there are no set plans for a nationwide launch, UK foodies can only hope that a country-wide service is on the cards for the near future.