Adding to their new AmazonFresh one-hour grocery delivery services, Amazon have now rolled out a free one-hour restaurant delivery service for Prime members in London.
The service is another bid by the ‘e-tailer’ giant to bring customers to its £79-a-year Prime service, which also include AmazonFresh, ultra-fast or free delivery of other Amazon items, and their Prime Video service, which bought out Netflix rival Lovefilm.
Amazon Restaurants allows Prime members in central London to order food from selected restaurants, including family favourites such as Strada, Gastronomica, and Planet Hollywood as well as Asian fusion Crazy Bear and even Michelin-starred Benares, via the Prime Now app, and have their food delivered free within the hour.
The app also allows users to view participating restaurants, browse their menus, and track their deliveries in real time.
Amazon has promised that there will be no menu mark-ups or hidden fees for the service, but that there will be a minimum order value of £15.
Al Wilkinson, UK head of Amazon Restaurants, said: “London offers some of the best cuisine from around the world, so we’re delighted that Amazon Prime customers can now enjoy food from their favourite restaurants via Amazon’s ultra-fast Prime Now service.
“Based on our own research into what is important to consumers in food delivery, our team have hand-picked a selection of the best quality local restaurants in London.
“We’re excited to be helping many of these small businesses start offering home delivery for the very first time.”
Amazon Restaurants was launched in Seattle a year ago, and has been rolled out to 14 more cities since. It seems to be working, as Prime membership grew by 51% in the last year, with Amazon now claiming to have millions of Prime members in the UK.