Reuters reports that Amazon will begin fast and free deliveries of groceries in London on 28 July and plans to roll out the service across the rest of the UK by the end of the year. The online retail giant made the move to meet demand from online grocery sales that came from COVID-19 lockdowns.

In a press release, the company said that it has added the “Fresh” service to its UK website to deliver meat, produce, seafood, snacks and other household essentials in two-hour windows for orders above £40, with no shipping charges for its “Prime” members.

The move, which takes on some of the biggest names in British grocery retail, had been flagged by trade press earlier this year.

Industry data showed that grocery sales in Britain rose 14.6 percent in the four weeks to 12 July compared with a year earlier, though it was slower from previous weeks as restrictions to contain the novel coronavirus were eased.

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