Amazon customers in the United Kingdom now have a significant fresh-food selection to choose from thanks to a new partnership the web retailer entered into with Morrisons, one of Britain’s top traditional grocers.
According to a statement issued by Morrisons, members of Amazon Prime can order groceries, including frozen foods, from the grocer via Amazon’s web site. Amazon will then deliver them to customers’ doors.
The Morrisons deal works through Amazon’s Pantry. Launched in the UK late last year, Pantry is available to Prime members, who pay an annual subscription fee. Before the Morrisons’ partnership, Amazon Pantry users could only choose from 4,000 basic household goods. Now, not only do customers have greater choice, but the deal provides Amazon with a foothold in fresh-food delivery in the UK.
“The combination of our fresh food expertise with Amazon’s online and logistics capabilities is compelling,” said David Potts, Morrisons CEO, in a press release.
Amazon Fresh, Amazon’s fresh-food delivery business, is currently only available in a few US cities. As of last year, members must pay a $299-per-year subscription fee. It remains to be seen if Amazon intends to bring Amazon Fresh to Europe.