Amazon is taking on the big supermarkets after launching a new grocery delivery service.

Initially, AmazonFresh will only be available to certain customers based in Central and East London, who pay £79 a year for the online retailer’s Amazon Prime subscription.

Despite being restricted to just 69 postcodes for now, the range of fresh produce on offer is vast, with customers able to choose from more than 130,000 products, from well-known everyday brands to local food produce from traders in Borough Market and Notting Hill.

One hour delivery is available between 7am and 11pm seven days a week, while orders placed before 1pm can be delivered the same day from 5pm.

Customers can order their grocery shopping through the website or mobile app, exactly how they would order anything else from Amazon.

Ajay Kavan, vice president of AmazonFresh, acknowledged that taking on the supermarkets already offering grocery deliveries would be a challenge.

"The bar in grocery retailing is exceptionally high [and] the supermarkets and grocers are amongst the very best retailers in the world,” commented Mr Kavan.

"We believe that the key to the long term success of  AmazonFresh is to bring together the low prices, vast selection, fast delivery options and customer experience that Amazon customers know and love.”

He added that the company wouldn’t be rushed on expanding which areas it offers the service.

Amazon currently uses UPS, Hermes and DHL for UK deliveries but it is unclear which logistics companies would be used for this new grocery venture.