UK Supermarket chain Morrisons and Amazon announced earlier this year that they were expanding their same-day, online grocery delivery service to Prime members – covering most of London and many major cities across the UK.
In March this year the service operated a pilot roll out scheme across 17 Morrisons stores in eight major cities around the UK including Manchester, Birmingham and Glasgow.
“Expanding this fast home delivery service to more cities will help us to play our full part in feeding the nation. Through our conveniently located stores and the popular Amazon Prime Now service, more and more customers will be able to access deliveries to their doorstep at this very difficult time.” – David Potts, Morrisons Chief Executive
Today they announced a significant development in that relationship as now they have launched “Morrisons on Amazon” where the whole Morrisons grocery range will be available on the Amazon UK website.
Starting in Leeds, Amazon has said that all customers who use its website will now be able to buy their shopping using the “Morrisons on Amazon” shop on the platform, making the grocery delivery partnership a much more integrated experience for Amazon Prime members.
This partnership means, Amazon Prime customers will still be able to receive free same-day deliveries on orders over £40.
“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.” – Doug Gurr, Amazon UK Country Manager
Amazon Shaking Up The UK Online Grocery Market
In an unsurprising fashion, Amazon have brought fresh disruption to the market they enter.
Online grocery delivery is not exactly new in the UK, however it did historically come at a price. Some supermarkets would offer a tiered pricing system with the most popular slots costing more due to demand.
Others had a flat delivery fee in place when a minimum order value was reached, and due to this it was difficult to get a same day option.
This new partnership with Amazon has really given Morrisons a large competitive advantage, especially amongst Amazon Prime Members.
With same day delivery being offered at no extra cost this is yet again more no-brainer value for Prime Members and will be another great incentive to sign people up to Amazon’s subscription service.