Bol, seller of "super food", revealed to the grocery magazine that it will begin offering chilled meals via Amazon Fresh from May 18th. Amazon already offers next-day delivery for 4,000 basic food and drink items, as well as and home and cleaning supplies, but Fresh is designed to compete with the major supermarkets not only on price but with speedier delivery.

Although Amazon will likely launch in London first, the company recently signed a national deal with Morrisons, one of the "big four" supermarkets, to stock its fresh and frozen goods. Sainsbury's, another of the major chains, is also finalising its takeover of Argos, further blurring the lines between supermarket and household retailer.