UK supermarket Morrisons has signed a deal to deliver fresh food on behalf of Amazon.
In the coming months, hundreds of Morrisons products will become available to Amazon Prime Now and Amazon Pantry customers on a wholesale basis here in the UK.
Amazon Pantry launched in the UK in November 2015, adding everyday essentials to the online retailer's considerable list of services. It meant that British customers could order food, drink, household supplies, baby and child-care, pet, health, and beauty products alongside their electronics and Blu-ray boxsets.
Now Morrisons has added fresh food to that list, becoming the first of the UK's 'big four' supermarkets to agree to provide such supplies to Amazon into the bargain.
"The combination of our fresh food expertise with Amazon's online and logistics capabilities is compelling," said Morrisons chief executive David Potts.
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In a one-two online shopping punch, the supermarket also took the opportunity to announce the expansion of its arrangement with Ocado. The UK online grocery delivery specialist already provides such a service for Morrisons, but will now expand to cover the entire UK.
All in all, it's a day for Tesco to be worried. The UK's biggest supermarket leads the online food shopping market in this country, but now faces the dual threat of a strengthened rival and an all new competitor who specialised in online logistics.