Amazon has quietly phased out its delivery service for customers in the UK, after failing to crack a market dominated by Uber Eats and Deliveroo. After two years of operation, Amazon Restaurants will deliver its final meal on December 3.
Amazon Restaurants was available exclusively to Prime subscribers, and was originally promoted as a service with no hidden menu markups or hidden service fees, and free delivery for orders over £15. However it reneged on the promise, installing a £1.99 flat fee on all orders.
The failure of Amazon Restaurants is a rare example of Amazon being caught off-guard. Despite only launching three months after Uber Eats and with a worldwide database of shopping date on hand, the multi-national giant failed to gain any traction on Uber Eats or the incumbent Deliveroo.
The service doesn’t appear to be faring too well in the US either. There are a growing number of food delivery services all clamouring for attention, and the service is struggling in New York City.
The announcement about the UK branch was made in an email to customers. Amazon has been quiet on the subject, only issuing a brief statement.
“We are closing Amazon Restaurants UK,” a spokesperson said. “We would like to thank all of our customers and merchants, and delivery partners for their support.”
