Amazon has announced that consumers in Milan can now buy fresh produce via the Amazon Prime Now app.
The e-commerce company has added 30 kinds of fruits and vegetables to its online offering, adding to the frozen, chilled and ambient food items already available through the app.
The minimum spend is €19, and customers can have their order delivered within two hours for free, or they can pay €6.90 extra for one-hour delivery.
Mariangela Marseglia, EU Director of Amazon Prime Now, explained that fruit and vegetables can be delivered directly to the customer between 8am and midnight, seven days a week.
Fresh produce is currently only available to Prime Now users in Milan and its surrounding area, but the service is expected to be offered in other locations if it proves successful. Amazon already offers fresh groceries in New York and the west coast of the US, but this is the first time it has offered such products in Europe.
Amazon’s rival Google have also announced that they are delivering fresh groceries via their Google Express service, but only as part of a pilot project in select Los Angeles and San Francisco neighbourhoods.
Subscription to Amazon Prime costs €19.99 per year, with the first 30 days free for new subscribers.
© 2016 European Supermarket Magazine – your source for the latest retail news. Article by Brian Dermody. To subscribe to ESM: The European Supermarket Magazine, click here.
