Amazon and Morrisons reshaping the UK grocery market

Endaba Group

It was only a matter of ‘how’ and ‘when’ Amazon would enter grocery. Supermarket giant Morrisons will provide a wholesale supply service to Amazon, selling fresh, frozen and ambient products to its Prime Now and Pantry customers. This partnership improves Morrisons’ brand awareness and gives Amazon credibility for fresh food. It’s a game-changer and the 1st step to reshaping the grocery market. What does this mean? Even more competition. Supermarkets need to double their efforts; it’s imperative to transform their stores into what Amazon cannot (yet) be – a customer-centric in-store experience