Overview

Amazon has widened its Same‑Day Delivery offering in selected Central and East London districts to cover fresh, perishable groceries. Beginning this week, shoppers can add items such as fruit, vegetables, meat, dairy, bakery goods, eggs and frozen foods to the same cart they use for non‑food merchandise, with delivery promised within a few hours. Sellers should pay attention because the change creates a rapid‑turnover channel for grocery SKUs that plugs directly into Amazon’s existing fulfillment network.

Key Points

• Targeted postcode rollout — The service is live in a handful of postcodes across Central and East London, with a roadmap that adds further neighborhoods over the next several months.
• Prime advantage retained — Prime members continue to enjoy free Same‑Day Delivery on orders exceeding £20, now inclusive of both regular merchandise and fresh grocery items.
• Grocery share accelerating — The Everyday Essentials category, which houses groceries, now represents roughly one‑third of all items ordered on Amazon.co.uk and is growing at almost twice the speed of other product groups.
• Cold‑chain handling — Fresh products are kept in temperature‑controlled zones inside fulfillment centers, picked under strict quality checks, and packed in insulated, recyclable containers that meet Amazon Fresh standards.
• No extra charge for Prime shoppers — Prime customers incur no additional fee for the grocery portion of a Same‑Day order; the delivery cost remains covered by the existing Prime benefit.
• Flat fee for non‑Prime buyers — Customers without Prime pay a single £5.99 delivery charge regardless of the number or weight of items in the basket.
• Unified cart experience — Shoppers no longer need to start a separate Amazon Fresh order; all items appear together in the standard search results and can be combined in one checkout flow.
• Speed‑driven inventory — Products that qualify for Same‑Day Delivery must be stocked in fulfillment locations that can ship within the same business day, prompting sellers to allocate inventory to nearby hubs.