US-based online retailer Amazon has launched AmazonFresh food delivery service in London, as part of its strategy to boost its UK operations.
This move is expected to put pressure on supermarket chains such as Tesco, Sainsbury's and Wal-Mart's Asda.
Amazon will provide same-day deliveries to its Prime members on 130,000 grocery products, including fresh and frozen items, reported Reuters.
The delivery service will be initially introduced in around 70 locations across central and eastern parts of London.
Orders placed before 1pm will be delivered to customers by 11pm, and plan to make use of medium-sized external vehicles to deliver products.
Amazon Fresh vice-president Ajay Kavan was quoted by Telegraph as saying: "We are launching with a comprehensive offer in a limited area and will take our time to hone and improve our service."
Amazon will offer delivery services on a wide range of products sourced from Morrisons, with whom it signed a wholesale supply agreement in February.
It will also offer delivery service of major brands, including Danone, Coca-Cola and Kellogg's, in addition to products of local food producers.
"We will be very methodical and considered in how we roll this service out further in the UK," Kavan added.
This service was first launched in Seattle, US in 2007 and then launched into other US cities.
Image: Amazon has launched AmazonFresh food delivery service in London. Photo: courtesy of franky242 via freedigitalphotos.net.