There are some people who think Amazon will eventually take over everything – but its efforts to conquer the UK restaurant delivery market have hit the buffers before they’ve even gathered steam.
The US ecommerce giant confirmed yesterday that it is closing its Amazon Restaurants delivery business two years after it was launched to much fanfare.
The service was initially available in selected London postcodes and saw the company offer food via its Prime Now app from a series of major restaurant groups that it partnered with.
Chains such as Strada, Comptoir Libanais, Pod, Tossed, Gastronomica and Planet Hollywood were among those to sign up, along with a raft of independent restaurants.
Amazon rolled out the service with the promise that it would offer customers “transparent pricing” — with no menu mark-ups or hidden service fees.
Delivery on all orders was free for Prime members with a minimum order of £15. If a customer found a restaurant item that is priced higher than the regularly-priced item on the restaurant’s current online menu within 24 hours of placing the order, Amazon refunded the customer the price of the item.
However, the firm has struggled to compete with fierce competition from Deliveroo, Uber Eats and Just Eat, and reportedly alerted customers by email this week that they will no longer be able to order from Amazon Restaurants UK after December 3.
A spokesman for Amazon confirmed to the Evening Standard that it was shutting the service.
“We are closing Amazon Restaurants UK. We would like to thank all of our customers and merchants, and delivery partners for their support.”