We ordered breakfast on Amazon Prime Now's one-hour fresh food delivery service and here's what happened
The promise is that Amazon can deliver you a pint of milk, piece of cheese or frozen pizza in ONE HOUR - we tested it and they managed it in 39 minutes
We already buy our books, DVDs, computers, TVs, toys and music from Amazon andnow they want to sell us food .
The retail giant has been selling dry groceries like toilet roll for a while but now they want to take on the likes of Tesco and Ocado by offering fresh food home delivery.
A new service promises to have dairy and frozen good to you within an hour - much quicker than most supermarkets can.
We put it to the test and the results were encouraging - an order of cheese, milk, cereal, orange juice, frozen pizza, ice cream and oven chips arrived within just 40 minutes.
What is Amazon Prime Now?
It's an extension of Amazon Prime .
With Amazon Prime you pay £79 a year for access to over a million songs, unlimited streaming of of movies and TV shows, unlimited photo storage and access to Kindle books.
Users also get unlimited One-Day delivery on items bought.
The service has been selling dry groceries like bottled water, coffee and nappies for a while but has just expanded
The “Prime Now” is relatively new and means for £6.99 you can get some items delivered within an hour.
But the super new bit is getting fresh items, milk, cheese, frozen pizza and butter through Amazon within the hour.
Where is Amazon Prime Now available?
At the moment Amazon are gradually rolling out the service to areas near its big depots.
It's mainly Birmingham and central and east London but One-hour delivery via Prime Now is also available in Merton, Wandsworth and Sutton in London.
In addition, Amazon Prime customers in Kingston, Sunbury and Croydon can get items through its two-hour delivery windows.
How do I get Amazon Prime Now?
You need to sign up for Prime Now online which costs £79 a year, although there is a 30 day free trial option, but you must remember to cancel before the 30 days ends if you don't want it or you'll be charged.
Then you download an app to your smartphone and you are ready to go.
What can I order for one hour delivery?
You can't just get a pint of milk, you have to order a minimum of £20 worth of stuff and then pay £6.99 delivery, plus Amazon add a £2 tip for the delivery man, although you can remove this.
Does Amazon Prime Now work?
It's just like normal Amazon. Log in and add items to your basket and pay at the checkout.
We ordered 4 litres of milk, some Lurpak butter, some Babybel cheese, some fresh Tropicana orange juice, Chicago Town frozen pizza, McCain oven chips, Haagen Dazs ice cream, Weetabix cereal and Philadelphia cheese at 11.55am and it arrived at 12.33pm – 38 minutes later.
How does the food arrive?
Our order arrived in a van and the frozen items were transported in cool bags.
Everything was in a paper bag so no environmental concerns.
Even better you can monitor your order via a live tracking feature which works like Uber and you can see the name of your driver and how far away he is.
Is the food cheaper?
A study by The Grocer discovered Amazon has matched the cost rivals charge for 33 of the 44 products it sells fresh.
You need to factor in the delivery charges and order in bulk for it to make sense.
Our delivery came to £30.23
Is it going to be a success?
Hard to say who will use the fresh food offering in its current state when there are so many late night convenience stores in the area it's on offer.
However the wide range of goods for sale mean it's likely Christmas will be where it comes into its own as people buy presents and bolt on a few groceries to their order.
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