LONDON — Amazon.com Inc. has signed a deal with Morrisons, Britain’s No. 4 supermarket chain, to sell food to U.K. customers via the Amazon Prime Now and Amazon Pantry services.
Amazon Pantry launched last year in the United Kingdom, but only with nonperishable food. The deal calls for Morrisons to supply fresh and frozen food, as well as nonperishable groceries, to Amazon customers. The expanded service is expected to be available to customers later this year.
The deal is expected to increase the competitive pressure on Tesco PLC, Asda (Walmart’s British subsidiary) and J. Sainsbury PLC, which have already seen sales in their brick-and-mortar stores slip as consumers shop online and in the German discount chains Aldi and Lidl.
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