Online retail giant Amazon has launched fresh food deliveries in the UK in its latest push into the grocery market.
AmazonFresh is available from today to customers in 69 central and east London postcodes who are members of the retailer's Prime subscription service, for an additional £6.99 a month.
The extra charge includes unlimited delivery for orders above £40 but deliveries under the threshold will cost £3.99 each.
The arrival of AmazonFresh, which has been operating in the US for nine years, comes after the retailer signed a deal with the supermarket Morrisons, which has agreed to provide wholesale ambient, fresh and frozen products to Amazon, despite already operating its own website in partnership with Ocado.
Amazon said customers could now order their full weekly grocery shop including fresh fruit and vegetables, meat, seafood and dairy products from an initial selection of more than 130,000 items.
Major brands on offer include Morrisons, Coca-Cola, Kellogg's, Danone, Warburtons, Walkers and Yeo Valley, while more than 50 London producers such as C.Lidgate, FishWorks, Paxton & Whitfield, Konditor & Cook, Bad Brownie and Daylesford are also involved.
Amazon said it was offering "everyday low prices" and customers could choose one-hour delivery slots between 7am and 11pm seven days a week, with same-day delivery available from 5pm for orders placed by 1pm.
Customers will receive a refund if they are unhappy with the freshness of the products and will receive a free substitute for any ordered item that is unavailable on delivery.
AmazonFresh vice president Ajay Kavan said: "The bar in grocery retailing is exceptionally high. The supermarkets and grocers are amongst the very best retailers in the world.
"We believe that the key to the long-term success of AmazonFresh is to bring together the low prices, vast selection, fast delivery options and customer experience that Amazon customers know and love."
He added: "We are launching with a comprehensive offer in a limited area and will take our time to hone and improve our service based on our learnings and feedback from our customers.
"We will be very methodical and considered in how we roll this service out further in the UK."
Amazon began selling chilled and frozen items via its Prime Now one-hour delivery service in certain areas last September before launching Amazon Pantry in November, which delivers everyday household products to Prime members nationwide for a fee of £2.99 per box.
Amazon's expansion comes as the British grocery sector continues to be locked in a supermarket price war, which has seen the Big Four supermarkets slash their prices to protect market share from the rise of German discounters Aldi and Lidl.