Amazon launched a challenge to supermarkets with a home delivery grocery service today.
The world's biggest online retailer, best known for selling books and CDs, is offering UK customers a range of 22,000 household items.
Brands sold through the Amazon Grocery Store include Pampers, Ariel, Uncle Ben's, Dolmio, Kraft, Schwartz, Kenco, Carte Noir, Walkers and Oreo as well as Bakers and Purina One pet foods.
A large selection of international and specialist items from organic, kosher, gluten free, sugar free and vegan ranges is also available.
Customers have the option of bulk-buying items such as nappies, washing powders, pasta, rice, herbs, cooking oils and spices.
Customers can pay a £49 annual membership fee for unlimited one-day delivery or choose from Amazon's standard range of delivery options.
Amazon said customers would be able to place orders via a smartphone as well as a computer.
Amazon's grocery director James Leeson said: "Amazon.co.uk's aim is to be the place where customers can find and discover any product they want to buy online.
"With the introduction of this new store, there are thousands of household, niche, ethnic and international grocery items, all available at the click of a button."
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- Shane Williams