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Amazon expands UK presence with new Amazon Fresh store and partnership with Iceland

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Amazon is further expanding its presence in the UK by joining forces with Iceland to bring a selection of budget-friendly groceries to Prime members. Simultaneously, they are introducing yet another Amazon Fresh store in London.

This collaboration with one of the UK’s largest and most beloved supermarket chains will grant Prime members full access to Iceland’s product range on Amazon. Moreover, it includes complimentary Same-Day grocery delivery options. This announcement coincides with the opening of a new Amazon Fresh store in London’s Liverpool Street. These developments are part of a broader initiative aimed at creating a superior grocery shopping experience for customers, making Amazon the preferred destination for selection, affordability, and convenience, whether they choose to shop in-store or online.

‘Iceland on Amazon’ will debut in specific postcodes within Greater Manchester initially, with plans to expand to additional areas in the near future. This supermarket joins Morrisons and Co-op in partnering with Amazon to offer their grocery products. Customers will have access to a wide selection of groceries, including Iceland’s own fresh and frozen items, as well as exclusive brands such as Greggs, Heinz, My Protein, and TGI Fridays, alongside various everyday essentials and beloved family favorites. All these products will be sourced directly from a local Iceland store.

The newly launched Liverpool Street store is now welcoming customers, building on the opening of a store in Moorgate just last month. Amazon Fresh stores provide an extensive assortment of goods, featuring Amazon’s private food label ‘by Amazon’ and their premium grocery collection ‘Our Selection,’ comprising hundreds of delectable products. In these stores, shoppers can discover a diverse range of essential, value-packed items such as fresh British meat, poultry, sustainably sourced fish, dairy, fruits, vegetables, baked goods, freshly prepared meals, and much more.

The new store provides customers with multiple payment options. To gain entry, customers can seamlessly navigate through a non-gated pathway and proceed to shop for their desired items. Upon completing their shopping, customers have the choice to either scan their in-store code using the Amazon app at the exit gate or make payment via 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.”

Customers can access Iceland on Amazon through Amazon.co.uk and the Amazon app. To find available shops in their area, customers can visit Amazon.co.uk/grocery and enter their postcode. This platform also includes other options like Amazon Fresh, Co-op on Amazon, and Morrisons on Amazon.

The recently launched Liverpool Street store is operational seven days a week from 7:00 am to 11:00 pm. You can find it at 31-35 Blomfield Street, Unit 4B-5, London EC2M 7BD, United Kingdom.

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