Amazon now focusing into takeaway food delivery service.
Customers in certain London postcodes can order meals from restaurants using an Amazon app. Amazon promised free delivery within an hour on orders of £15 or more and no mark-ups on restaurants’ standard prices.
The Amazon Restaurants service is only available to customers of Amazon’s Prime service, which costs £7.99 a month or £79 a year, and offers unlimited one-day delivery, free music streaming and other services.
Amazon listed more than 100 restaurants including large operators such as Strada, specialist chains like the Middle Eastern-themed Comptoir Libanais and the Michelin-starred Indian restaurant Benares, based in Mayfair.
Amazon’s move pits the US online retailer’s financial power against established operators in the market for delivering restaurant food to time-strapped Londoners with cash to spend.
Deliveroo launched in 2013 and has about 3,000 riders delivering for restaurants in London. Its riders went on strike last month over changes to their pay that they said would make them worse off.
Other competitors in the market include Just Eat, which operates nationally and puts diners in touch with about 30,000 UK restaurants, and UberEats, owned by Uber, the taxi-hailing app.
Neil Campling, an analyst at Northern Trust Capital Markets, said Amazon’s move would shake up the market because it has the money and technology to grab business in a growing market. It could put pressure on Just Eat, which has been increasing the charges it makes to restaurants for its service, he said.
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