Amazon Fresh review

Amazon Fresh offers online grocery deliveries to Amazon Prime members, and is available in a limited number of postcodes. It has also opened 19 checkout-free stores in and around London.

In the annual Which? supermarkets survey, 171 Amazon Fresh customers rated the retailer on everything from the availability of delivery slots to how easy it is to use the website and app. 

This enabled us to work out star ratings for different factors, as well as an overall customer score.

Is Amazon Fresh's online delivery service any good? 

One of the worst

Amazon Fresh sells a range of products from brands including Booths, Robinsons and Warburtons. This is the third year it's featured in our survey and, after coming joint-second in its first year, it's performed poorly for two years running. This year it's in joint-sixth place out of the nine brands we rated, along with Aldi and Asda.

Shoppers liked the availability of delivery slots and its customer service at delivery – it was rated four out of five stars for these – but they were less impressed with other aspects. It received a poor two-star rating for its value for money and a middling three stars for everything else, including the range and quality of its products. 

Feedback from customers was mixed. One said: 'It is a great experience but I do believe that you can get better value for money and a better selection in stores.' Another added: 'Good, but sometimes I have to report paid-for items that have not been delivered.'

Amazon also offers same-day delivery on Co-op and Morrisons groceries in some areas. Although Amazon Fresh currently has limited availability, it's already in a number of UK cities, so, along with its physical stores in London, it could provide some serious competition to the established supermarket brands if it can up its game.

• Find out more: see how the big players compare in our guide to the best and worst supermarkets

Amazon Fresh in the news

Amazon started opening checkout-free grocery stores in London in 2021 and now has 20 branches – check out our Amazon Fresh store video review. 

In June 2022, it opened its first store outside London in Sevenoaks, Kent. In January 2023 it also opened one in Croydon while also closing its Dalston store after just 18 months.

The stores are packed with technology, using cameras to monitor exactly what customers put into (and take out of) their bags as they shop, then charging shoppers' accounts directly when they leave the store.

Right now, though, Amazon Fresh is mainly an online business in the UK. Originally launched here in 2016, it started offering free same-day and next-day deliveries to Amazon Prime members on orders over £40 in July 2020. It's now up to £60 in some areas. 

It doesn't currently operate throughout the entire UK, but is now available in Birmingham, Glasgow, Leeds, Liverpool, Newcastle, Portsmouth and Sheffield, as well as London and parts of the South East.

• Find out more: what supermarkets are doing to help with the cost of living

Which? Affordable Food For All campaign

Which? has launched an Affordable Food For All campaign after it found millions of families are skipping meals to survive the cost of living crisis. 

In an innovative new study, undertaken with researchers from the Consumer Data Research Centre at the University of Leeds, we've identified 50 of the most at-risk areas for finding affordable food in the UK.

We're calling on supermarkets to commit to clear pricing, better access to budget ranges that enable healthy choices and more offers for those who need them most.

• Do you want to see supermarkets take action? Sign our petition