Amazon takes on Waitrose as it seals deal with Booths
AMAZON has ramped up its assault on the British grocery industry by teaming up with Northern supermarket Booths. The deal sees the Lancashirebased supermarket – dubbed the Waitrose of the North – offered to Southern customers all year round for the first time in its 170-year history.
Booths, which has 28 stores, was founded in 1847 and has grown a reputation for local produce and its range of quality produce. It is family-owned and run and is seen as a direct competitor to Waitrose.
Amazon said customers would be able to choose from hundreds of the grocer’s products including ready meals, cheeses and deli products.
The goods will be available on its AmazonFresh delivery service, which is available in 302 postcodes across London, Surrey, Hampshire, Bedfordshire and Hertfordshire.
Edwin Booth, chairman and chief executive, said Booths had ‘always been a Northern secret’. He said: ‘The idea for the deal came over a beer and a “Wouldn’t it be great if?” conversation about the possibility of Booths selling their ranges on Amazon.’
He added: ‘This is good news for everyone. It’s a win for Booths as we have wider reach for our products and it’s a win for the customer who can now have a taste of Booths country delivered to their doorstep.’
Amazon has been seeking to expand its UK AmazonFresh delivery service as it continues its assault on Britain’s traditional supermarkets.
It closed its deal to snap up health organic food grocer Whole Foods for £10.7bn two months ago.
And, earlier this year, it placed a job advert stating that it was looking to recruit someone to spearhead its UK AmazonFresh marketplace team and ‘aggressively expand’ in order to win new partnerships with food and drink companies.
It has a growing list of independent sellers on its website, who specialise in delivering high-quality produce.
Its supermarket already has a partnership with Morrisons in the UK to deliver the grocer’s own products, as well as branded goods such as Kellogg’s cereal, Warburtons bread, Cornetto ice creams and Yeo valley yogurts.
Because of the nature of Amazon’s logistics business, it requires tight turnaround times and one of its main selling points is its same-day delivery option. The deal is potentially hazardous for the retail industry because of the sheer scale of its business.
Ajay Kavan, vice-president of AmazonFresh International, said: ‘We know customers love high-quality ready meals, delicatessen and produce, and with Booths’ rich history and welldeserved reputation for providing the very best food we think people across London and the South East will love what Booths has to offer.
‘Our customers tell us they look for choice, value and convenience from AmazonFresh.
‘ That’s why we’ve added Booths to our great selection of products.’