Online retailer Amazon has paired up with supermarket group Morrison’s to offer the latter’s groceries to Prime subscribers in parts of London in addition to branded goods such as Coca-Cola, Kellogg’s, Danone, Warburtons and Walkers.
It is the latest move by the global giant to muscle in on Britain’s lucrative grocery market where a quartet of players including Tesco, Asda, Morrison’s and Sainsbury’s have been unsettled by the arrival of the more lithe Aldi and Lidl.
Ajay Kavan, vice president of AmazonFresh, said: “We are launching with a comprehensive offer in a limited area and will take our time to hone and improve our service.”
It is not the first time Amazon has forayed into the lucrative grocery business, which is estimated will nearly double in value to £17bn by 2020
Morrisons entered into a supply arrangement with Amazon last year, paving the way for the current launch.