/ Money, Shopping

Would you buy your food on Amazon?

Thanks to online shopping, you can now buy pretty much everything you want without stepping out of your front door. But could you one day buy everything you need without even clicking out of one website?

That was the thought that occurred to me when I read about Amazon’s new service, Amazon Fresh. It offers you the chance to do your weekly food shop and have it delivered in one-hour time slots seven days a week between 7am and 11pm, including same-day delivery.

You have to be an Amazon Prime member and will also have to pay an extra £6.99 a month.

It has launched in 69 London postcodes but will presumably roll out if it’s successful. But would you use it?

Online shopping

Over the years, I’ve used Amazon to buy a huge range of stuff from the usual books and CDs to electric toothbrushes, shoe polish and even Disney dresses (for nieces, not myself I hasten to add). It has often been a last-minute lifesaver when I needed a present in a hurry.

And Which? members seem to find the online retail giant equally useful. In fact, it came 8th out of 100 online shops in our most recent survey of online shops in November. Even changes to its delivery charges didn’t stop it receiving an excellent customer score of 82%. But would you buy food from it?

Doing the weekly shop online

An increasing number of us are voting with our wallets and having our groceries delivered rather than enduring the queues at a bricks-and-mortar supermarket.

This year, it’s expected that we’ll spend £9.8 billion on online groceries, according to market analysts, Mintel. Up 13% on last year. And it’s hard to see any reason why that trend will be reversed any time soon.

But would you be happy to buy your food from Amazon? In our survey of online shops, it was often praised for delivering ahead of schedule. And you will be able to access 130,000 fresh and frozen grocery items including big brands and Morrison products.

Or would you rather rely on a more traditional food retailer? After all, with a traditional supermarket, you could argue that its online presence is only an extension of the service that you already get instore.

Would you be happy to order your food from Amazon? And would you be happy to pay the amount it’s planning to charge?

Would you be happy to buy your groceries on Amazon?

No (60%, 517 Votes)

Not sure (21%, 185 Votes)

Yes (19%, 164 Votes)

Total Voters: 866

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As we have moved from High Street shops to online purchasing of many items, and as this has already become established for food (and Ocado was not a food retailer when they started) I see it quite logical for Amazon to expect a large market as an add-on to their existing operation. whether it succeeds will depend upon its pricing, quality and service.

We can worry about whether a single company becomes too dominant in the marketplace. Tesco has a huge non-food online business as well as food so it is not new, and they have shown that size is not the main factor, management is. You cannot stop this sort of operation unless a monopoly situation begins to emerge.

I won’t use them though; I prefer looking at food in the flesh and making choices in a food store I regard as of good quality. I’m sure many who find online convenient, or who cannot get out, will benefit from Amazon’s offering.


I very rarely divert from books and music in buying from Amazon although we did buy a TV once and have occasionally bought oddities that I just could not find elsewhere. I enjoy the challenge of finding the remainder of my requirements in our usual shopping places or from bricks-&-mortar retailers that have an on-line presence. We prefer to buy fresh food in-store but have also learnt what we can trust Sainsbury’s to deliver satisfactorily. Probably less than half of our regular groceries and provisions purchases are fresh food items but we would continue to patronise Sainsbury’s for the packaged food, toiletries, and household categories because we prefer their products and setting up a delivery is quick, easy and usually free of charge. I also have a sense of knowing the people who pick our orders in Sainsbury’s because we meet them in the store so they also know us. I don’t think Amazon will be able to match that somehow. It will be interesting to see how well Amazon compete on price and service; for many people those will be the deciding factors.


Never , no , in the negative , wont , not in this lifetime , only in the year 3000 . Its bad enough checking out food for Monsanto “Devil Food ” ingredients ,–GMO , chemicals ,additives and so on but you will have no chance when buying from Amazon remember this is the company taking up many webpages in Which on account of it flouting UK legal acts of selling products in which cameron has two blind Nelson eyes . Then you expect it to be kosher in its food products ? Just ask the religions that have a policy in what they eat -ie- Jewish/Muslim/Hindu whether they will be “storming ” Amazon for their food products . Is this a “softening up” for TTIP ?


Generally I agree with you Duncan but Amazon might have calculated that the religious guidance on certain foods and methods of preparation plus the preferences of various nationalities could actually give them a commercial edge. Many people of the faiths you mention now live some way away from their traditional residential areas and are therefore not able to buy the products they require in local shops and supermarkets. Some nationalities are catered for by the bigger supermarkets but most areas now have pockets of other nationalities but no outlets to serve them. Buying on-line from Amazon [possibly in their own languages] could be the answer to their prayers in some cases and solve the problem for the others. There is a whole aisle of Polish foodstuffs in our nearest large Tesco but nothing special for all the other minority populations [except in the drinks department].

bishbut says:
14 June 2016

The answer to the question is NO



dieseltaylor says:
14 June 2016

” It has launched in 69 London postcodes but will presumably roll out if it’s successful.”

I suspect strongly that it will not be rolled out nationally ever. It is basic cherry-picking of an area where your business nodel will make the most profit due to the high density of customers.

Having created the accpetable post code W1a 1AA I was able to browse. What was notable is the octopus like grip of Amazon. people tend to forget or be unaware of the power that conglomerates can have . The 1900’s US and the need for trustbusting legislation is a lesson from history.

Mass stifles competition and once dominance is achieved then pricing becomes less constrained. Rather than praising Amazon or publicising its offerings perhaps there should be a history lesson each month on Conversations about abuses of consumers. People need to be more aware that business and consumers are on the opposite sides of the equation. And a cheap price now may have adverse affects

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” But would you use it?”
No , never.


Are all those names you have listed subsidiaries of Amazon, Diesel?