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3 August 2021

Amazon Fresh review

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

Amazon Fresh offers online grocery deliveries to Amazon Prime members, and is available in a limited number of postcodes. It has also opened a handful of checkout-free stores in London.

Find out what its customers think of the online service and whether it can beat the established supermarkets.

In our latest supermarkets survey, Amazon Fresh customers rated the 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.

Is Amazon Fresh's online grocery service any good?

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
Stock availability
Range of stock
Availability of delivery slots that are convenient to me
Supermarket's choice of substitute items
Overall quality of own-label and fresh products
Drivers' service
Freshness of perishable items
Availability of products with recyclable/no packaging
Value for money
Customer score

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 started opening checkout-free grocery stores in London in 2021 - check out our Amazon Fresh store video review here.

The stores come packed with technology, using cameras to monitor exactly what customers put into (and take out of) their bags as they shop, then charging shoppers' accounts directly when they leave the store.

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

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