29th July 2021
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.
This is member-only content.
Ease of navigating the website or app
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
Freshness of perishable items
Availability of products with recyclable/no packaging
Value for money
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.
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.
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.