Supermarkets have found themselves at war with Amazon after it took the “nuclear” option of launching free grocery deliveries.
The $1.5 trillion company is adding its Amazon Fresh service to its main British website so that Prime customers can have weekly shops delivered free on orders over £40. The pilot project is expected to be extended across the country by Christmas.
James Bailey, the new boss of Waitrose, said: “It feels like the nuclear button has been pressed because [Amazon] have nuclear capacity behind them.
“In some ways Amazon will be very disruptive because they are ambitious in groceries and they have all sorts of technological expertise. It is more proof they are committed to this market and while this doesn’t feel like a large