Morrisons extends tie-up with Amazon

Amazon announced today (Wednesday November 16) that its Prime customers in selected postcodes in London and Hertfordshire are now able to choose from thousands of additional grocery items sourced from Morrisons supermarkets.

The online retail giant said its Prime members in those selected areas can have their baskets delivered within one hour for £6.99, or within two-hours for free between 8am and 10pm.

Mariangela Marseglia, director for Prime Now EU, commented: “We’re delighted to welcome Morrisons’ increased selection to the Prime Now app, enabling us to grow the selection of items available to our Prime customers for one-hour delivery.”

All Prime members can download the Prime Now app, available on iOS and Android devices, to find eligible delivery postcodes and request notification when the service is available in their area.

Prime Now launched in London in June 2015, and has expanded to reach more than 30% of the UK population. It is now available in selected postcodes in London, Hertfordshire, Surrey, Birmingham, Newcastle, Manchester, Leeds, Liverpool, Portsmouth, South Yorkshire and Glasgow.

‘Morrisons at Amazon’ via the Prime Now app is another way for customers to access Morrisons product selection, in addition to a range of items available already on Prime Now, Amazon Pantry and AmazonFresh. has offered food and drink items for many years, having launched its Grocery Store in 2010.

The news follows an announcement in September that Morrisons will install Amazon lockers hundreds of lockers across its supermarkets this year so customers can pick up their orders without the need to wait in their home.

There are more than 1,000 Amazon Lockers nationwide in locations ranging from petrol forecourts, convenience stores and shopping centres to universities, train stations, banks and airports.

Tim Reay, head of grocery of ecommerce specialist Salmon commented: “Morrisons’ launch of a grocery service, in association with Amazon, is a noticeable shift that retailers must take to meet the demand that consumers now crave.

“The service will enable Amazon Prime Now customers in selected areas to order items online that will then be sourced from Morrisons stores and delivered to selected postcodes, either within an hour or two hour slot.

“As Black Friday and the Christmas period approaches, immediacy will only continue to rise in importance. Our own research predicts that Black Friday sales will reach an impressive £5 billion for the first time ever, with £2.55 billion purchases expected to be made via mobile.

“In the run up to the holiday period, Morrisons’ new service will ensure the vendor is in a good position to reap the financial and reputational benefits from consumers seeking an efficient shopping experience. “

“Big shopping events like Black Friday have grown over the years, and implementing a full-proof strategy, strong back-end systems and fluid supply chain is paramount. Preparation will be key to retailers navigating the demanding holiday period.”

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