BENGALURU: In the highly competitive food delivery space we have a new yet strong entrant, Amazon.

The e-commerce giant has launched Amazon Food in select pin codes in Bangalore. Some users in the Garden City can see the food delivery option under Amazon Food. As part of its pilot project the company has started this service in select areas in Bangalore like Bellandur, Mahadevapura, Marathalli, and Whitefield. With the Bengaluru Launch, Amazon Food will directly rival establised players like Swiggy and Zomato in this space. This also comes at a time when Swiggy and Zomato are tightening discounts and offers. Also interesting to note is Amazon has launched this major new portfolio in the middle of a pandemic.

In an interview to ET, a spokesperson for Amazon states: “We are launching Amazon Food in select Bangalore pin codes allowing customers to order from handpicked local restaurants and cloud kitchens that pass our high hygiene certification bar. We are adhering to the highest standards of safety to ensure our customers remain safe while having a delightful experience”.

The Amazon app highlights “Free and contactless delivery, hygiene certifies restaurants.” The food delivery service is live in parts of Bangalore. This includes areas like Bellandur, Mahadevapura, Marathalli, and Whitefield of Bangalore, as per the app. The pilot project commenced in Whitefield as a major chunk of IT companies is located there. Amazon will later expand its operations to Central Bangalore.

The entry of Amazon into the food delivery business has enthused restaurant chains, who expect the new platform to give them additional leverage while negotiating terms with Zomato and Swiggy, which dominate the market now, according to executives in at least half a dozen restaurant chains. Restaurants have been at loggerheads with Zomato and Swiggy over-restrictive terms, high charges for listing on their platforms, and consequently lower profits.

Users in Bengaluru can get food delivered from Adiga’s, FreshMenu, Paradise Biryani, Box8, Faasos, and Mad Over Donuts are some of the restaurants and cloud kitchens which partners with Amazon. Customers can get the option for Amazon Food in the app.