Etail giant Amazon has installed a Morrisons platform on its main website, enabling shoppers to purchase groceries that way for the first time.
The tie-up comes as Amazon bids to grab a much bigger share of the grocery market by offering free delivery.
Beginning in Leeds, shoppers will be able to use ‘Morrisons on Amazon’, The Yorkshire Post reported.
Amazon UK boss Doug Gurr said: “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.”
Morrisons chief executive David Potts said: “Morrisons on Amazon will build on our partnership, making our good quality, great value food even more accessible through Amazon.co.uk and the Amazon app.
“It will give more customers the option of receiving Morrisons groceries straight to their doorstep, including freshly prepared products from our brilliant Market Street colleagues.”
Morrisons also sells online through other partnerships with Ocado and Deliveroo.
Amazon has sold food for some time, but has so far not built a scale business to rival the established grocers. However, it has made it increasingly clear that food is a target for growth.
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