Online bookseller Amazon has put paid to speculation that it will branch into food delivery.

Responding to rumours that Amazon would extend its US bulk-buy ambient grocery offer to Britain, UK MD Brian McBride said the company had “enough on its plate”. Last year it launched new online businesses, including a clothing offer.

“To be quite frank I think it’s a bit of a speculative story,” he added.

Analysts believe the Amazon brand is trusted enough for it to branch out, and that now would be the perfect time.

“Because of the economic climate there’s a natural tendency for consumers to go online to shop around,” said Alex Burmeister from Nielsen Online.

“Perhaps the sector is ready for a shake-up.”

And Ocado finance director Jason Gissing said he would love Amazon to “enter our market and shake it up some more”.