We use cookies to allow us and selected partners to improve your experience and our advertising. By continuing to browse you consent to our use of cookies. You can understand more and change your cookies preferences here.

Reviews based on facts
Our rigorous tests find the facts, and our impartial reviews tell you the truth about how products perform. First month £5, then £9.99 per month, cancel anytime.
Try Which?

When you click on a retailer link on our site, we may earn affiliate commission to help fund our not-for-profit mission.Find out more.

5 May 2021

Amazon Fresh review

Find out how Amazon Fresh shoppers rate it for grocery shopping in our Amazon Fresh review.
Which? Team

Amazon Fresh is an online-only grocer for Amazon Prime members, and is available in a limited number of postcodes. Find out what its customers think of the service and whether it can beat the established supermarkets.

Is Amazon Fresh's online grocery service any good?

In our latest supermarkets survey, Amazon Fresh customers rated the online retailer on everything from delivery slots and drivers to the quality of its food and value for money. This enabled us to work out star ratings for different factors as well as an overall customer score.

This is member-only content.

  • Join Which? now for instant access to the results plus all of our online reviews.
  • Which? members can log in to unlock the table below and reveal the ratings.
Amazon Fresh
Ease of navigating the website or app
Member content
Stock availability
Member content
Range of stock
Member content
Availability of delivery slots that are convenient to me
Member content
Supermarket's choice of substitute items
Member content
Overall quality of own-label and fresh products
Member content
Drivers' service
Member content
Freshness of perishable items
Member content
Availability of products with recyclable/no packaging
Member content
Value for money
Member content
Customer score
Member content

As well as accessing the supermarket scores, logging in or joining Which? will enable you to see how Amazon fared when we reviewed its products from coffee machines to batteries and TV streamers.

How safe is Amazon Fresh in the pandemic?

To keep its customers safe during the pandemic, at the time of publishing this page (Feb 2021) Amazon Fresh drivers will knock on your door or ring the doorbell then leave your order on the doorstep and step back. If you don't want to answer the door at that point, you should call out to the driver to let them know you're there, because if they think you're not in they will take your order away with them. They will also phone you before leaving if there's no answer at the door.

For the latest on the measures supermarkets are taking in the pandemic read our coronavirus supermarkets news story.

Amazon Fresh in the news

Amazon Fresh originally launched in the UK in 2016, but in July 2020 Amazon started offering same-day and next-day deliveries for free to Amazon Prime members on orders over £40. It doesn't currently operate throughout the entire UK, but has said it will cover 40% of UK households in 2021.

In August 2020, Amazon opened its first full-sized physical grocery store in Los Angeles. The Amazon Fresh store sells products from big brands such as Coca-Cola and Kellogg's as well as its own brands – a wider range than is on offer at the 26 Amazon Go convenience stores already operating in the US.

The Amazon Fresh store also sells organic products from WholeFoods, which Amazon owns.

It opened a second store in California in January 2021 and has plans to open two more in the state of Washington.

The stores come packed with technology. Automated 'dash carts' use computer vision and inbuilt scales to charge customers without them having to go to a checkout. They detect when items are put in or taken out and charge shoppers' accounts directly when they leave the store.

Shoppers can also link their cart to their Amazon profile to access their Alexa shopping list by scanning a QR code.

Amazon Fresh's packaging

You can reuse Amazon Fresh's bags or return them, along with the insulation it uses for frozen items, by leaving them on your doorstep or in a safe place on the day of your next delivery. Amazon Fresh will reuse both the bags and the insulation in future deliveries.

In April 2019, we investigated how much supermarket plastic packaging is recyclable. We ordered 46 of the most popular own-brand items from 11 major UK supermarket chains. We also looked into how accurately the packaging in our basket was labelled for recycling advice. 

See how the supermarkets compared and find out more about supermarket plastic packaging.

Find out more