IN BRIEF: Amazon has made its first foray outside of its home country with its restaurant delivery service for Prime customers in London. The launch comes two months after Uber introduced UberEats food-delivery service in London. Perhaps, it’s most notable rival is going to be Deliveroo. The British food delivery company also delivers booze and is growing by leaps and bounds. The Prime Now restaurant delivery in London is only available to Prime members, Amazon’s $99-per-year membership program that offers two-day shipping, music streaming, and more.
Amazon first introduced meal deliveries to Seattle back in September. It swiftly expanded to cover major U.S. cities, including San Diego, Los Angeles, New York, and San Francisco. Prime Now restaurant delivery in London comes more than a year after Amazon launched the Prime Now app in London. It is letting subscribers order goods for delivery within an hour at an annual fee of $99 (£79). These goods include daily essentials like USB cables, books, batteries, cereal, soap, paper towels and other smaller items.
Prime Now Restaurant Delivery in London
There are no menu markups or hidden charges on the Prime Now restaurant delivery in London. If a customer finds a food item that is priced higher than the regularly-priced item on the restaurant’s current food menu within 24-hours of placing the order, Amazon will refund the customer the price of the restaurant item. Delivery on all orders is free for Prime members with a minimum order of £15.00.
Currently, the service is available to a selection of London zip codes. This includes City, Westminster, Victoria, Bethnal Green, West End, Islington, Southwark, Kensington, Vauxhall, Chelsea and a few more. The Prime Now app automatically shows if the visitor’s zip code is set to one of the eligible areas.
Race Heats Up in London
Amazon’s decision to offer free delivery will put a lot of pressure on rivals such as UberEats and Deliveroo. UberEats charges £2.50 on deliveries after the first month. Meanwhile, Deliveroo charges £2.50 on deliveries along with an additional charge if customers fail to spend over £15.
Oddly, UberEats and Deliveroo have been employing sneaky tactics to poach delivery boys from food delivery companies. For now, this isn’t as big of a problem. However, delivery couriers at the rivals have been oddly discontent with the gig economy pay structure. This has led to riders planning protests and calling out on UberEats for its pay per delivery structure. Recently, more than 100 cyclists and moped riders took part in a planned protest against Deliveroo trialing a similar pay structure.
Just last month, Amazon launched AmazonFresh, which allows Prime members to do their weekly shopping on the site and have it delivered on the same day.