Amazon Fresh finally launches – in Birmingham

By Laurence Gibbons contact

- Last updated on GMT

Amazon Fresh has finally launched in the UK
Amazon Fresh has finally launched in the UK

Related tags: Fulfilment centres, M1 motorway

Amazon has chosen Birmingham as the long-awaited UK launch city for its Amazon Fresh food delivery business.

Amazon Prime Now customers can order chilled and frozen food products along with its longstanding range of drinks, gadgets, books, games and DVDs, the firm confirmed.

“Prime Now customers already benefit from ultra-fast delivery on everything from essentials like bottled water, coffee and nappies to must-have products like the latest video games and devices,”​ a Amazon spokesman told

“We are excited to add a range of chilled and frozen items to this selection as we continue to expand the number and variety of products that can be ordered for delivery within 60 minutes.”

New centres

The move comes after Amazon announced it would open a new fulfilment centre in Dunstable, Bedfordshire next month – creating 500 permanent jobs.

It plans to open a second fulfilment centre in Doncaster later this year, with more than 300 permanent jobs to be created their over the next three years.

Amazon has created 700 permanent roles in its UK fulfilment centres so far this year, an increase of 3,000 since 2011, it claimed.

“We are excited to have created 700 great jobs with competitive wages and comprehensive benefits starting on day one this year already, on top of the thousands we created in the past five years,”​ said Amazon’s vice president of UK FC operations John Tagawa said.

“Amazon has a dedicated and enthusiastic workforce who play a crucial role in delivering a first rate level of service for our customers,”​ he added.

Amazon has eight fulfilment centres across the UK in Doncaster, Dunfermline, Gourock, Hemel Hempstead, Milton Keynes, Peterborough, Rugeley and Swansea Bay.

Tesco warehouse

Earlier this year, Amazon launched public tours of its fulfilment centres in Rugeley and Hemel Hempstead.

Last month, Amazon fitted out a former Tesco warehouse in Weybridge, Surrey but refused to comment on rumours this would be used for its grocery deliveries.

The new site created 20 direct employees and 140 driver roles across four independent, regional delivery companies.

It has been predicted that Amazon aims to take 2% of the UK’s £149bn grocery market.

Related topics: Chilled foods, Frozen

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