London restaurant delivery scene heats up as Amazon steps in

Uber and Deliveroo could be looking over their shoulders after Amazon launched restaurant delivery for Prime Now customers in selected London postcodes.

Users in the relevant areas will now see Amazon Restaurants on the homepage of their Prime Now app. The tool will allow them to browse participating restaurants, view menus, place orders and track their deliveries in real time.

As with existing Prime Now services, orders are delivered within one hour – while delivery is free for any order above £15. The Amazon Restaurants service first launched in Seattle last September and was later rolled out to other major US cities.

Al Wilkinson, UK head of Amazon Restaurants, said: "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."

Restaurants offering a delivery service for the first time through Amazon include exotic meat specialist Archipelago, and Baltic Restaurant, which serves Baltic, Polish, Russian and Hungarian cuisine.

Archipelago head chef and manager Daniel Creedon said: "Home delivery is something we have long considered but haven’t been confident that the food would arrive in best condition.

"We believe with Amazon’s experience and success in the US and their understanding of logistics here in London, they are perfectly placed to deliver a service which will ensure our food reaches our customers as it should."

Postcodes currently covered are E1, E2, E3, E5, E8, E9, N1, N16, EC1, EC2, EC3, EC4, SW1, SW3, W1, WC1, WC2, SE1 and SE11.

Uber launched its own delivery service, Uber Eats, in June, with 150 initial restaurants participating.

Subscribe today for just $116 a year

Get the very latest news and insight from Campaign with unrestricted access to , plus get exclusive discounts to Campaign events

Become a subscriber


Don’t miss your daily fix of breaking news, latest work, advice and commentary.

register free