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Updated: 24 Feb 2022

Amazon Fresh review

Find out how Amazon Fresh shoppers rate it for online grocery deliveries in our 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 15 checkout-free stores in London.

In our latest supermarkets survey, Amazon Fresh customers rated the retailer on everything from delivery slots and substitutions 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.

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

Is Amazon Fresh's online grocery service any good?

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Amazon Fresh
Ease of using the website or app
Stock availability
Range of products
Quality of own-label and fresh products
Availability of delivery slots
Customer service at delivery
Choice of substitute items

How safe is Amazon Fresh in the pandemic?

At the time of publishing this page (Feb 2022), Amazon said it was keeping customers safe by adding distance between drivers and shoppers during deliveries, and carrying out increased cleaning of all its facilities.

If you're isolating or are unable to answer the door, call out to the driver to let them know you're there so they don't take your order away again. They should also phone you before leaving if there's no answer at the door.

Amazon Fresh in the news

Amazon started opening checkout-free grocery stores in London in 2021 and now has 15 branches - check out our Amazon Fresh store video review.

The stores are 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 free same-day and next-day deliveries to Amazon Prime members on orders over £40 in July 2020. It doesn't currently operate throughout the entire UK, but is now available in Birmingham, Glasgow, Leeds, Liverpool, Newcastle, Portsmouth and Sheffield, as well as London and parts of the South East.

Amazon Fresh's packaging

You can recycle or reuse Amazon Fresh's paper bags. You'll need to hand back tote bags and the cold packs used for frozen items – give these to the delivery driver on the day of your next delivery so Amazon Fresh can reuse them in future. Its plastic and gel ice packs are harder to recycle.

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