Amazon will introduce a delivery fee for its Amazon Fresh grocery service for Prime members in the United Kingdom on orders under £50, a significant policy shift that takes effect on 1 October 2025. The new Amazon Fresh delivery charge marks an end to the unlimited free delivery previously enjoyed on all Fresh orders, reflecting growing economic pressures on rapid delivery services.
Say Goodbye to This Popular Amazon Prime Benefit
For readers seeking a quick overview, here are the core details of the policy update.
| Key Fact | Detail | Rationale (per Amazon) |
| New Fee Introduced | A variable fee will apply to Amazon Fresh orders under £50. | To help offset rising operational and delivery costs. |
| Effective Date | 1 October 2025 | The change will be implemented for all UK Prime members. |
| Affected Service | Amazon Fresh grocery delivery only. | Standard Amazon.co.uk parcel deliveries are unaffected. |
Details of the New Delivery Fee Structure
Starting in October, Amazon Prime subscribers will no longer receive free delivery on all grocery orders. According to a company announcement, a fee of £2.99 will be applied to orders between £30 and £50. For orders that fall below the £30 minimum, a higher charge of £4.99 will be added.
This tiered fee structure is designed to encourage customers to place larger, consolidated orders. In an email sent to Prime members, the company stated the change was necessary “to help us keep prices low and continue offering a high-quality, fast, and reliable delivery service.”
The move aligns the UK market more closely with Amazon’s policy in the United States, where a similar fee structure for grocery deliveries was implemented in early 2023. This Amazon Prime benefit change signals a strategic shift from growth-at-all-costs to a focus on operational profitability for its grocery delivery division.
Broader Industry Trends and Market Context
Retail analysts suggest this policy adjustment is part of a wider industry correction. The ultra-fast grocery delivery market, which expanded rapidly during the pandemic, has faced significant financial headwinds due to high logistics and labour costs.
“The era of heavily subsidised, free instant delivery is drawing to a close,” said Dr. Eleanor Vance, a senior retail analyst at the market research firm GlobalData. “Companies like Amazon are now forced to pass on some of these operational costs to the consumer. The key question is whether customers, now accustomed to convenience, will accept these new charges or shift their loyalty.”
Major UK supermarkets already operate with similar delivery fee models. Tesco plc and J Sainsbury plc both charge delivery fees that vary based on the time slot and order value, though they also offer subscription “delivery saver” passes. Amazon’s change brings its Fresh service into more direct competition with the fee structures of these established retailers.
Potential Impact on Consumer Behaviour and Prime Membership
Consumer advocacy groups have expressed concern that the new charge will disproportionately affect households that rely on smaller, more frequent grocery deliveries.
“This change adds another layer of cost at a time when many families are already managing tight budgets,” a spokesperson for the consumer group Which? noted in a statement. “While the Prime membership still offers other benefits, the perceived value of the subscription may diminish for those who heavily relied on the free grocery delivery.”
It remains to be seen how the Amazon Fresh delivery charge will impact the overall Prime membership proposition. Amazon has been steadily adding value to its subscription with services like Prime Video and Music, which may be enough to retain customers despite the new grocery fee.
The company has not disclosed how many of its UK Prime members are active users of the Amazon Fresh service. However, the change will likely push many to re-evaluate their shopping habits, potentially leading to fewer, larger baskets or a return to in-store shopping for smaller needs.
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FAQs
1. What exactly is the new Amazon Fresh delivery charge?
For Prime members in the UK, orders over £50 remain free. Orders between £30 and £50 will incur a £2.99 fee, and orders under £30 will have a £4.99 fee, starting 1 October 2025.
2. Does this fee apply to regular Amazon.co.uk orders?
No. The new charge is exclusively for the Amazon Fresh grocery delivery service and does not affect standard parcel deliveries from Amazon.co.uk, which remain free for Prime members where eligible.
3. Will this change apply to other countries?
This announcement is specific to the United Kingdom. Amazon’s delivery fee policies vary by country and region, with similar models already in place in markets like the United States.
