Amazon has launched Prime Now food delivery for restaurants in London, putting the eCommerce giant in direct competition with the likes of Deliveroo.
Available to Prime members in 'selected London postcodes', the service was first introduced in Seattle last September and has been rolling out to US cities since – but this is the first time it has crossed the water.
Users can view the menus of participating restaurants, place their order – at a minimum spend of £15 – and track delivery through the Prime Now app. Once an order is placed, Amazon promises delivery in an hour or less.
The service also pledges no hidden service fees or marked-up menu prices, with a guarantee enabling users to claim a refund if they find an item is priced higher than the restaurant's regular menu.
At launch, Amazon has nearly 150 restaurants signed up, across the N, W, WC, E, EC, SW and SE postcodes.
"London offers some of the best cuisine from around the world, so we're delighted that Amazon Prime customers can now enjoy food from their favourite restaurants via Amazon's ultra-fast Prime Now service," said Al Wilkinson, UK head of Amazon Restaurants. "Based on our own research into what is important to consumers in food delivery, our team have hand-picked a selection of the best quality local restaurants in London. We're excited to be helping many of these small businesses start offering home delivery for the very first time."