In a strategic maneuver poised to challenge Australia’s entrenched supermarket duopoly, Amazon has forged a groundbreaking partnership with premium grocer Harris Farm Markets to launch its inaugural fresh food delivery service in the Australian market. This expansion beyond non-perishables represents Amazon’s most significant grocery sector incursion to date, directly competing with Coles and Woolworths’ established online services.
The service debuts across 80 Sydney suburbs including Double Bay, Lakemba, Rhodes and Rockdale, offering approximately 55,000 grocery items alongside Harris Farm’s premium produce and artisan products. All orders will be fulfilled through Harris Farm’s Leichhardt facility and delivered within precise two-hour windows via Amazon Flex’s network of delivery partners.
Arno Lenior, Amazon Prime APAC director, emphasized the customer-driven nature of this expansion: ‘Everyday Essentials represents one of our fastest growing categories in Australia. We’re thrilled to integrate Harris Farm’s exceptional range, enabling customers to complete their entire grocery shopping on our platform with same-day delivery availability.’
The pricing structure eliminates service and bag fees, with Prime members receiving free shipping on orders exceeding $100, while non-Prime members qualify for free delivery on orders over $200. This market entry occurs as both Coles and Woolworths intensify their investments in digital logistics, including artificial intelligence implementations for order management and customer demand forecasting.
Harris Farm Markets co-CEO Angus Harris characterized the alliance as synergistic: ‘Amazon shares our customer-first philosophy, and their logistical capabilities enable us to reliably deliver our quality products to more households while maintaining competitiveness without compromising our value proposition.’