Amazon “soft launching” Fresh in London and Birmingham?

Amazon has reportedly begun selling groceries in London and Birmingham, in preparation for a full launch of its Amazon Fresh service in early 2016. As previously reported, Amazon is already running its Amazon Prime Now service in the UK’s capital and second city – and it seems that the company may be adding some chilled and frozen food items to the Prime Now range.

Amazon is already offering the full Amazon Fresh grocery delivery service in parts of the United States.