Ocado customers can choose the frequency of their purchases

Ocado has launched an Amazon-style product subscription service to save customers time on their weekly orders.

Using the Ocado Regulars feature, customers can choose a product they would like to be added to their basket on a regular basis.

Unlike the similar Amazon Subscribe and Save service, there is no obligation to buy a certain amount. Customers can choose the frequency of their purchase and are able to remove the item from their basket if they change their mind.

Ocado has created dedicated areas for brands on the Ocado Regular page to encourage sign-ups. Featured brands include Ariel, Andrex, Pampers, Evian and Walkers.

Ocado said the service had been designed to help shoppers save time. “This means that when they turn up at Ocado, their basket will be full of the items they regularly buy and they can focus on what is special this week,” said a spokesman.

Planet Retail analyst Natalie Berg said this type of tool would become increasingly important to grocery shopping as shopping for commodities moved towards automation.

“Time wars are the new price wars,” she said. “It’s not just about delivery speed but, increasingly, it’s about making shopping quick and effortless.

“Frictionless e-commerce is just around the corner. Shoppers will spend less time buying essentials and move towards auto-replenishment.”