Amazon and Uber are going head to head in Britain, with both introducing delivery services whereby customers, or clients in Uber’s case, will deliver packages for a fee.

Amazon is ahead in the game, with the introduction of its Flex app in Birmingham this month, while Uber is still behind schedule with the launch of its own delivery service — UberRUSH  or ‘Uber for Things’.

Car owners in the city can now deliver Amazon’s Prime Now/Same Day items directly to customers’ homes using the new app.

David Jinks of e-commerce delivery experts Parcel Hero said: “Last year our report, Amazon’s Prime Ambition, highlighted Amazon’s farsighted plans for its beta ‘My Way’ app, which enabled everyday people to deliver items. It led to the successful roll-out of Amazon Flex in cities across the US. British cities such as London and Birmingham are an ideal scale for Prime Now one hour deliveries, so the UK is a natural fit for the expansion of Flex.

“By launching its new crowdsourced driver scheme in the UK, Amazon steals a march on Uber, who have been slow to get their delivery service off the ground here. Turning its local customers into delivery drivers means Amazon can give even more delivery choices to shoppers while slashing its own logistics overheads.”

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Amazon estimates that its Flex drivers will be paid between £13 and £15 an hour including tips. The e-commerce giant has been advertising on job sites since June, and the Flex app will allow the part-time drivers to choose when and where they want to work, as well as guiding them to customers’ homes and allowing customers to track their orders – just as they would an Uber cab. Amazon says it’s a great opportunity for drivers to ‘be your own boss: make great money, delivering when you want’.

Amazon Prime members are 50% more likely to order items through Amazon than elsewhere, with the choice of delivery options keeping them loyal. By turning local motorists into delivery drivers, even swifter deliveries can be made.