Amazon has launched its grocery delivery service AmazonFresh in Germany. AmazonFresh will first launch in Berlin where it will be tested, and then rolled out across the whole country. The choice of country has surprised some commentators, as online grocery shopping has been slow to get going in Germany, compared to other European countries like France and the UK. Currently, only 1% of German grocery sales take place online. A recent study found that AmazonFresh was around 17% cheaper on average than other online shops, in the UK. This lower pricing may increase uptake of online grocery shopping in the German market.