Last week we reported that Amazon launched fresh produce delivery in Italy, through its service Prime Now. Today British newspaper The Guardian reports that Amazon enters the fresh food market in the UK.
Amazon has previously experimented with food deliveries in the UK. Mostly with items like yogurts, bread, fresh juices, eggs, pizzas, fish fingers and ice-cream.
Now the e-commerce giant makes a major move into the fresh food arena together with Morrisons, Britain’s fourth biggest supermarket.
"Low Risk and Capital Light Arrangement"
Amazon Prime Now and Amazon Pantry customers in the UK will have access to Morrisons' ambient, fresh and frozen products in the coming months.
- The combination of our fresh food expertise with Amazon’s online and logistics capabilities is compelling. This is a low risk and capital light wholesale supply arrangement that demonstrates the opportunity we have to become a broader business, said Morrisons chief executive David Potts.
Morrisons already has a deal with Ocado, the leading British online only grocer, to use its technology for fulfillment. Ocado is in a way also part of this deal with Amazon as Morrisons will move into Ocado’s new distribution centre in Erith, south east London.
Morrisons online reach will cover the whole of the UK after the deal has been completed, according to the company.
- We look forward to working with Amazon to develop and grow this partnership over the coming months, said David Potts.