Amazon’s making moves again, and this time, it’s bringing fresh groceries to Australians. A partnership with Harris Farm will allow Amazon to sell fresh food, delivering straight to Sydney customers. It’s a game-changer in the battle against Coles and Woolworths, the country’s supermarket giants.
Amazon Takes On Coles and Woolworths
For the first time in Australia, Amazon will offer fresh groceries, marking its entry into a market that was once dominated by traditional retailers. The service will initially be available in 80 suburbs in Sydney’s inner city and inner west, making it easier for locals to get fruits, vegetables, meats, fish, and dairy products delivered to their doorsteps, reports Yahoo Finance.
Amazon’s foray into this space comes at an interesting time. While Coles and Woolworths have long had a solid hold over the fresh grocery market, Amazon is positioning itself as a disruptor. Thanks to its deep pockets, massive delivery network, and Amazon Flex services, it can offer fast, same-day, or next-day delivery options.
Fresh Food and Fast Delivery
For Sydney customers, it’s now possible to shop thousands of products from Harris Farm, which has long been known for offering quality fresh food. Prime members can also enjoy free shipping on orders over $100, while non-members will get free delivery on purchases over $200—or they’ll pay a $15 delivery fee for smaller orders. Not bad, considering how convenience-driven today’s shopping habits are.
Why It’s Happening
This expansion into the fresh grocery market is seen as the “missing link” by Arno Lenior, Amazon’s APAC Director of Prime. “We’ve seen our everyday essentials category, what we call everyday essentials, as one of our fastest-growing categories. In fact, we’ve seen it grow by more than 30 per cent year on year,” Lenior says. And he’s right. Australians are already shopping for pantry staples and personal care items on Amazon, so adding fresh food to the mix is a logical next step.
The Future of Grocery Shopping?
For Harris Farm, this partnership with Amazon is a win. Angus Harris, co-CEO, says it will allow them to deliver to more homes, more reliably. The demand for fresh groceries is growing, and now, more Australians can access Harris Farm’s quality produce—at their convenience.
While Amazon may have the tech advantage, local brands like Harris Farm continue to shine because of their strong reputation for value and freshness. It’s this balance between global convenience and local authenticity that will likely define the future of grocery shopping in Australia.
