I used Amazon Fresh for the first time last week. Not for personal shopping, I should add. We needed some stim material for a foodie project and it was (not surprisingly) the fastest way to get everything. I’d already spent enough time sourcing what we needed in-store but my local supermarkets simply didn’t have the quantities I needed.  

After looking around, I tentatively checked Amazon (as you do) to see whether they could help. Indeed they could…for a fee – which was fine considering the super-quick delivery and the time it would save me. I clicked, paid and, the following day, those famous brown paper bags arrived at Razor HQ. Job done. Thank you, Amazon! 

As wonderfully simple as it all was, I couldn’t help feeling dirty about the whole transaction. Don’t get me wrong, I obviously already had an Amazon Prime account in place, so I won’t pretend that I’m a saint who’d never bought from Amazon prior to last week. Nor will I pretend that I only buy from small businesses the rest of the time. I live in London and am surrounded by high street chain stores. Shopping in crowded/noisy places stresses me out – which means I end up doing my in-store shopping late at night or early morning. Online shopping has come to my rescue many times.   

So what’s the problem? It must be the stark realisation of just how much Amazon, in particular, has taken over everyday life. It is something I’ve considered several times before, but it wasn’t until I actually bought from Fresh that it’s hit home. The idea of us buying everything from under one ‘virtual’ roof in the future suddenly feels like a much stronger possibility. It’s not one I’m that keen on – and that’s before I begin to think about what’s happening behind the scenes.  

Personally, I’m unlikely to use the service for myself. I’d much rather pick and choose my own fruit and veg. Also the staple items listed on those brown bags just aren’t me…except the prosecco – I’ll give ’em that one.