Morrisons has extended its partnership with Amazon with the launch of its own store on the e-commerce platform offering a full grocery range, with free delivery.
The supermarket’s wholesale operation has been supplying products to Amazon’s own grocery offer since 2016. Morrisons and Amazon have also recently been expanding their same-day delivery service of a limited range via Prime Now to cover more cities across the UK.
However, shoppers will now be able to buy from the supermarket’s full range using the ‘Morrisons on Amazon’ store. Customers who are members of Amazon’s Prime scheme will also be able to benefit from free same-day delivery on orders over £40.
The service has initially been launched in Leeds but will be rolled out across the country in the coming months. Products are picked from local stores by Morrisons staff with delivery via Amazon’s network of couriers.
The range includes branded and own label packaged goods, along with Morrisons full fresh fruit & veg offer and products from its Market Street counters. Prices will be the same as in Morrisons stores, although promotions “may vary occasionally”.
The move comes just weeks after Amazon started expanding its ‘Fresh’ service and offering free delivery as part of its drive to grab a larger share of the fast-growing online grocery channel in the UK.
Morrisons’ own grocery delivery business through its website is fulfilled through a distribution deal with Ocado. The retailer stated that the expansion with Amazon was also “complementary” to the rapid delivery service it launched with Deliveroo back in April.
David Potts, Morrisons Chief Executive, commented: “Morrisons on Amazon will build on our partnership with Amazon, making our good quality, great value food even more accessible through Amazon.co.uk and the Amazon app.”
Doug Gurr, Amazon UK Country Manager, added: “The launch of Morrisons on Amazon means increased visibility for Morrisons’ incredible service and selection, as well as an even greater choice for our customers.
“We’re always looking at ways to make Prime even better and this expansion of our relationship with Morrisons means that millions of Prime members can soon order their weekly groceries from their local Morrisons shop, with same-day delivery, at no extra cost.”
Earlier this week, Tesco’s Chief Executive Dave Lewis suggested delivery fees could be scrapped for shoppers who have signed up to its new Clubcard Plus scheme in order to counter Amazon’s free offer.
NAM Implications:
- Are you still willing to risk ignoring Amazon’s increasing appeal in grocery?
- These guys learn fast, fail fast and somehow come out better…
- Selling books online from a domestic garage was less than impressive all those years ago…
