After several false starts, Amazon France has started selling over 34,000 food and alcohol products, in a direct challenge to the power of French supermarkets.

Starting on 23rd September, the number of products available on Amazon France is around three times more than the average supermarket in France, according to industry observers. But so far there are no frozen or fresh foodstuffs.

There are, however, already over 4,000 references of wine, Champagnes, beers and spirits, in a move that will again threaten traditional distribution channels.

Delivery is free for orders over €25, and the opening range has over 800 different wines including Moët & Chandon Imperial for €41.29, Château Labégorce 2010 for €35.90, and a wide range of international wines – a category that is traditionally underserved in French supermarkets.

The number of wines available is expected to rise substantially.

Amazon France Food Retail Director, Yannick Migotto, told trade paper LSA Commerce & Consommation, ‘our objective is to offer low prices every day, but to combine that with good service’.

To mark the launch there are also a number of ‘exceptional products’ available, such as gourmet hampers.