Prime shoppers will be able to pick up meat, seafood, baked goods, dairy, fruits, and vegetables, along with items from Morrisons' own The Best and Market Street brands.
The announcement comes at a time when shoppers might still feel hesitant about going in-store amidst the pandemic, while strategically coaxing shoppers to join Prime ahead of Prime Day, which has been pushed to October this year. A UK date has not yet been announced.
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Orders will have to be over £40 to be eligible for free same-day delivery, while orders below £40 cost £3.99 for delivery. Same-day delivery times will be offered within two-hour delivery time slots.
If grocery shopping on Amazon sounds familiar, it's because the service is primarily an extension of Amazon Fresh – Amazon's primary grocery delivery service.
The difference? Amazon Fresh allows you to pick up grocery items from other grocers like Whole Foods and Booths, whereas the announced option specializes in Morrisons-only produce and goods – which is useful if that's your local grocery shop anyway.
Amazon's Morrison-focused shopping also fills a void where Amazon Pantry once occupied. The service was discontinued in the UK in June 2020 and was primarily for ordering packaged goods.
Amazon is also launching its End of Summer Sale on 24 August. It remains to be seen if this will extend to Amazon Fresh and Morrisons.