Delivery driver with package 3

More than two fifths of Brits have bought at least one grocery item from, exclusive data shared with The Grocer from CheckoutSmart indicates.

That’s a higher proportion than have bought groceries online at least once with any supermarket except Tesco.

The household penetration of Amazon’s grocery range – which includes alcohol, beauty and household, as well as fresh produce – reached 41% in January, the CheckoutSmart data reveals.

Tesco’s online offering had reached 51% of households, Asda 40% and Sainsbury’s 35%.

The UK penetration of overall – including non-grocery orders – was much higher, at 74%.

The data, based on surveys with thousands of grocery shoppers, comes as Amazon ramps up its physical and online grocery operation in the UK.

The company is recruiting for more than 100 roles related to grocery, including shopfloor staff for its Amazon Fresh stores – which it expects to number 260 by 2025 – buyers, analysts and marketers.

Across all its operations, Amazon created more than 25,000 new permanent jobs in 2021 and now has more than 70,000 employees in the UK.

The ecommerce giant’s growth in grocery has seen it exceed £1bn in grocery sales and as a result come under the jurisdiction of the Groceries Supply Code of Practice.

“We are proud to have created so many new permanent jobs across the UK in the last year,” said Amazon UK country manager John Boumphrey. “We want to be the employer that helps people take their careers to the next level, whether you’re just starting your first job or making a career change, in every community that we serve across the UK.”