Customers can place a minimum order of £15.00, but there are no menu markups or hidden service fees
Amazon.com, Inc.’s (NASDAQ:AMZN) newfound focus on London has become increasingly evident in the past few weeks. TechCruDnch reveals that the e-commerce giant has launched a restaurant delivery service in London for its Prime customers.
The service, called Amazon Restaurants, is available in select area codes through the Amazon Prime Now app, and allows customers to order food from partner restaurants for delivery within an hour. It comes into direct competition with heavyweights such as Deliveroo and Uber’s UberEats in London.
Al Wilkinson, UK Head of Amazon Restaurants, said: “We’re delighted that Amazon Prime customers can now enjoy food from their favorite restaurants via Amazon’s ultra-fast Prime Now service.”
Customers can place a minimum order of £15.00, but there are no menu markups or hidden service fees. Amazon is committed to adding the best quality local restaurants to the service and customers can expect more in the future.
Amazon Restaurants comprise eateries including Strada, Fuji Japanese, Chop Pot, Boltons, Burgershack, Hot Box, In Parma, Indigo Spitalfields, Grab Thai, Olives & Figs, Ed's Noodle Bar, Mogul’s Kitchen, L'Eto Caffe, The Turks Head, Boisdale, Tibits, Tongue and Brisket, Tossed and Indian eatery Benares.
The company says that customers will get their money back if they feel their ordered item is priced higher than the item listed on the restaurant’s menu. The offer is only valid within 24 hours of placing the order.
Amazon’s decision to expand its Amazon Restaurants service to Londoners will help the company increase the number of its Prime subscribers. Prime members will also be able to gain access to Amazon’s grocery delivery service.
First launched in Seattle in September 2015, the service has grown to cover Manhattan, Dallas, San Francisco, Los Angeles, Chicago, San Diego, Austin, Atlanta, Miami, Baltimore, and Portland.
The company’s interest in expanding its services to the UK is not just limited to Amazon Restaurants. Recently, the e-commerce giant also hinted at the potential roll-out of its popular Bluetooth speaker, Amazon Echo, for Londoners. Although the company did not reveal any details, Echo’s digital assistant, Alexa, dropped a few hints of how London has been part of its “bucket list.” Given that the company’s technology event is set to take place on September 14, Amazon may have more interesting news for UK customers. There is also a possibility that Alexa's roll-out will go in tandem with Amazon Restaurants, enabling users to place orders through voice-commands in the future.
The emergence of Amazon Restaurants in London will increase competition for rival delivery services such as Deliveroo and UberEats. While some users may continue using these traditional services instead of opting to pay for a yearly £79 Prime subscription, the same-day delivery is certain to draw in a number of subscribers, giving Amazon’s rivals a run for their money.