Amazon is offering even more convenient ways to shop for groceries with a new partnership with Iceland, and a new Amazon Fresh store in London.

Shoppers today have an overwhelming array of options for groceries which often means they need to visit lots of different stores to get everything they want. But what if shoppers could get all their grocery needs served through one relationship, one app, and a familiar experience? Amazon’s goal is to build a best-in-class grocery experience for customers where Amazon is the first choice for selection, value, and convenience—whether shopping in store or online.

As we continue to build this experience in the UK, we are partnering with Iceland to offer customers an even bigger selection of great value groceries, while also opening a new store in London.

Everything you need for your weekly shop

Iceland joins Morrisons and Co-op as third-party options on Amazon in the UK. It will initially be available in selected postcodes within Greater Manchester, before being expanded to more Amazon Prime members across the UK in the coming months.

Customers will have access to thousands of groceries, all offering the incredible value for which Iceland is known and loved. The selection will include Iceland’s own label fresh and frozen items, exclusive brands including Greggs, Heinz, My Protein and TGI Fridays, and many more everyday essentials and family favourites on – all sourced directly from a local Iceland store.

Teaming up with third-party retailers we know our customers already love gives us the opportunity to offer customers even more choice and delivery options from their product ranges directly from our website.

Same-day grocery delivery

We know convenience is one of the most important things for our customers so same-day delivery with two-hour scheduled time slots will be free with Prime membership on orders over £60, £2 for orders between £40 and £60 and £4 for orders between £15 and £40 (minimum value £15) and all orders will be hand-picked by dedicated staff at the local Iceland store.

Russell Jones, Director, Amazon Grocery Partnerships, said: “Our new partnership with Iceland offers customers an even bigger selection of great value groceries on Amazon, with lots of delivery options available for Prime members. We’ve seen how much our customers value the choice provided with Morrisons and Co-op, and our partnership with Iceland continues to grow the wide grocery selection available through Amazon.” 

New Amazon Fresh store

The partnership with Iceland comes as Amazon expands its grocery offering in the UK with the opening of another Amazon Fresh store in London. The new store in Liverpool Street is open to the public now, and follows the opening of a store in Moorgate last month.

Amazon Fresh stores provide everything you need, including fresh meat, poultry and fish, bakery, dairy, and fruit and vegetables at competitive prices. Customers can expect special offers and price-cuts on a variety of products in store and on our ‘by Amazon’ brand, including delicious food, freshly prepared sandwiches and meals, freshly baked bread and hot food served daily.

New ways to pay and more ways to order

Amazon is always innovating to make our customers’ lives better and we recently started to offer more ways for customers to pay in-store to make it even easier to shop, including introducing the ability to pay with credit cards and more traditional tills where customers can pay for their items.

Customers in select London locations can now also purchase items from an Amazon Fresh store on Deliveroo and have them delivered to their doorstep within minutes. With more than 1,000 items to choose from, all at great prices, customers no longer need to worry about ingredients that they may have forgotten in the weekly shop.

Matt Birch, Director, Amazon Fresh UK, said: “We want to give customers the opportunity to meet all their grocery needs through one relationship with us, and we’re starting to do that right here in London with our growing portfolio of offerings. You can pop into an Amazon Fresh store for a coffee and croissant in the morning, order groceries for your whole family on Amazon Fresh online, or pick up a few items you missed during your shop on Deliveroo from either Amazon Fresh or Whole Foods Market.”

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