Amazon is widening its fast delivery in the UK, bringing its under-30-minute Amazon Now service to Manchester and Birmingham this year and letting London shoppers add fresh fruit, vegetables, meat, dairy, and frozen food to the same-day basket alongside packaged goods, fashion, and DIY items. The fresh-grocery option, already trialed in the U.S., starts in parts of central and east London before expanding to more postcodes. It comes after Amazon closed its standalone “just walk out” Fresh stores last year and shifted toward Whole Foods, converting five former Fresh sites, as it keeps struggling to crack a UK grocery market dominated by Tesco, Sainsbury's, and the Ocado-M&S venture. Same-day grocery delivery is free for Prime members on orders over £20, while non-members pay £5.99.
