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Birmingham customers can order food online from Amazon - delivered in 60 minutes

City pilot for scheme for pizza, ice cream,cheese and even fish fingers

Amazon is set to deliver food in Birmingham withing 60 minutes

Retail giant Amazon has begun selling chilled and frozen food products online amid speculation it is to launch a full-scale assault on the grocery market.

The US-owned firm from today began offering a range of 50-60 products to customers in London and Birmingham using its ultra-fast Prime Now service which allows items to be ordered for delivery within 60 minutes.

Among the products are low fat butter, Cathedral City cheddar, Chicago Town pizzas, Ben & Jerry ice creams and Bird’s Eye fish fingers. They are among 10,000 products offered on the Prime Now service.

Amazon said: “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.

“We are excited to be adding 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.”

But a spokesman declined to comment on a report in trade publication Retail Week that it was gearing up for a full grocery launch early next year.

A roll-out of a new online delivery service by one of the biggest retailers in the world could be seen as a new threat to the big four supermarkets Tesco, Sainsbury’s, Asda and Morrisons – already under pressure from discounters Aldi and Lidl.

There has already been speculation about such a move after it leased a former Tesco warehouse in Surrey.

Amazon came to prominence as an online bookseller before moving into a much wider range of products and even making TV programmes.

It launched its Amazon Fresh food operation in the US in 2007 and analysts have long speculated about a move to try to grab a slice of the UK grocery market.

There has been anger over the retailer’s tax affairs. In May it emerged that the UK arm of the business paid just £11.9 million in tax last year, despite taking £5.3 billion in sales from British shoppers.

It recently faced criticism over alleged poor treatment of workers in a New York Times expose, though boss Jeff Bezos reportedly told staff in an internal email: “I don’t recognise this Amazon and I very much hope you don’t either.”

Amazon employs more than 7,000 staff in the UK.

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