Morrisons expands deal with Amazon to cover full grocery range

Morrisons has expanded its partnership with Amazon to cover its full range of products, beginning with a trial in Leeds, it was announced on Wednesday.

The big four supermarket chain said Amazon Prime customers would be able to select all of their groceries on the Amazon website, which would be picked up from a Morrisons store and delivered to the customer by Amazon.

Morrisons products already appear on Amazon’s ‘Fresh’ and ‘Prime Now’ services, but the partnership has not extended to a full grocery range until now.

“It will give more and more customers the option of receiving Morrisons groceries straight to their doorstep, including freshly prepared products,” said Morrisons chief executive officer David Potts.

Morrisons already operates its own online shopping platform in conjunction with Ocado, and has a selection of products on the food delivery service Deliveroo.

“For Morrison we see this development as a complementary move that deepens its online

penetration of the UK online grocery market in a capital light manner,” said analysts at Shore Capital.

“In particular, it potentially expands the reach of the brand to households where there have not been traditional Morrison shoppers perhaps, most notably maybe in relatively under-represented postcodes in Great Britain.

“As such, we see this further move with Amazon as being largely incremental to the group's current offline and Morrison.com operations too.”

At 1629 BST, shares in Wm Morrison Supermarkets were up 1.5% to 199.15p.