Amazon expands grocery providing within the UK by including Iceland as a brand new on-line accomplice, and opening a brand new Amazon Recent retailer in London

Amazon expands grocery offering in the UK by adding Iceland as a new online partner, and opening a new Amazon Fresh store in London

Amazon is further expanding its grocery offering in the UK by partnering with Iceland to make its selection of great value groceries available to Prime members, and opening another new Amazon Fresh store in London.

The partnership with one of the country’s biggest and most loved supermarkets will offer Prime members the full Iceland selection on Amazon, with free Same-Day grocery delivery options available. It comes as another new Amazon Fresh store opens in London’s Liverpool Street, and forms part of a bigger effort to build a best-in-class grocery shopping experience for customers where Amazon is the first choice for selection, value and convenience – whether shopping in store or online.

‘Iceland on Amazon’ will initially be available in selected postcodes within Greater Manchester, before being rolled out in more locations in the coming months. The supermarket follows Morrisons and Co-op in making their grocery offerings available through Amazon, and customers will be able to choose from thousands of groceries – including 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. All items will be sourced directly from a local Iceland store.

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 offer a wide selection of products, including Amazon’s private food brand ‘by Amazon’ and its premium grocery range, ‘Our Selection’, which offers hundreds of delicious items. Shoppers will find great value everyday staples in store including fresh British meat, poultry, responsibly sourced fish, dairy, fruit and veg, as well as bakery, freshly prepared meals and more.

The new store also offers customers more ways to pay. To enter the store, customers simply walk through a non-gated route and can then shop for what they need. At the end of their shopping trip, customers can either scan their in-store code via their Amazon app at the exit gate, or pay with a debit or credit card at a chip-and-pin machine.

John Boumphrey, UK country manager, 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 are working hard to create a best-in-class grocery shopping experience for customers, adding some of the country’s most loved supermarkets to our Fresh offering online, alongside the opening of new, innovative Amazon Fresh stores.”

David Devany, chief customer & digital officer, Iceland said: “We’re committed to helping our customers shop the way they want and access our great value products whenever they need them most. Partnering with Amazon is yet another way that Iceland customers can get their hands on our exclusive brands and freezer favourites. This is also an exciting opportunity for us to introduce new shoppers to the benefits of shopping with Iceland.”

Iceland on Amazon will be available on and on the Amazon app. Customers should visit and enter their postcode to be shown the shops available in their area which also include Amazon Fresh, Co-op on Amazon and Morrisons on Amazon.

The new store in Liverpool Street is open 7:00am – 11:00pm seven days a week at 31-35 Blomfield Street, Unit 4B-5, London EC2M 7BD, United Kingdom.