Amazon has launched a full grocery delivery service in London, which allows same-day delivery to customers’ doors. Currently only available in the capital, Amazon has announced plans to roll out Amazon Fresh nationwide, but has not yet announced specific dates. There will be 130,000 products available to customers online, through a deal made with supermarket chain Morrisons, whilst Amazon claims that prices will more competitive than main grocers in the UK. The service has been running in the United States since 2007, but Amazon says that it has launched it over a local area to begin with in order to “hone the service”. However, whilst the majority of the country won’t get the deliveries immediately, retail expert Bryan Roberts that the announcement is a “game-changer up there with the entry of Aldi and Lidl”.