Jun 13, 2019

Amazon and Morrison: the odd couple that clicked

On one side, Amazon - the US ecommerce giant whose founder once said: "If you double the number of experiments you do, you're going to double your inventiveness." And on the other, Wm Morrison, the north of England grocery chain that still makes it own meat pies, whose former boss advised: "If in doubt, have a cup of tea." But their relationship appears to be thriving - and becoming one that rivals Tesco and Marks and Spencer might regard with some jealousy. On Thursday, the odd couple announced the arrival of "Morrison's at Amazon" - their "Ultrafast same-day online grocery" service - in five more UK cities. Amazon brings delivery expertise and its mainly urban "Prime Now" customer base, where Morrison is under-represented. Under its wholesale deal, it simply sells food to Amazon. Amazon charges a membership fee for its Prime service and, now, same-day Morrison's groceries will be deemed one of the benefits of that membership - bringing a clubby sense of loyalty fast disappearing from physical food shopping.

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