While we've known for a while that Amazon is looking to bring something similar to its "Fresh" grocery delivery service to the UK, details regarding its launch plans have been scarce -- at least until this week. Retail Week reports that the company has quiet begun offering around 50 chilled products to selected customers in Birmingham in what appears to be a small test ahead of a nationwide rollout. Amazon introduced its same-day service in the US last year and it was believed London would play host as its first UK region. It won't be long until customers can arrange deliveries in the capital, however, as the retailer has earmarked the city for its next expansion in the coming weeks.In order to compete with the likes of Ocado, Tesco and Sainsbury's, Amazon has leased a 257,855 sq ft warehouse in Leicestershire and an even bigger 304,751 sq ft site to host its London operation. Customers are able to schedule a delivery via the Prime Now app, which launched in Birmingham in early August, and have chilled or frozen products (as well as other household items) delivered within an hour. Retail Week suggests that if everything goes to plan, AmazonFresh will fully launch "in February or March" next year, putting traditional supermarkets on immediate notice.
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