Morrisons products will soon be available on Amazon, after the retailers joined forces in a new supply deal.
Hundreds of Morrisons’ fresh and frozen goods will be available for Amazon Pantry and Amazon Prime customers, who pay a £79 annual subscription fee.
Morrisons shares were up more than 4% after the announcement.
Amazon Pantry, the company's food offering, was launched in the UK last year, but did not offer fresh food.
The extended service is expected to begin later this year.
Morrisons’ chief executive David Potts said: "Today's agreement is built on Morrisons' unique strengths as a food maker.
"The combination of our fresh food expertise with Amazon's online and logistics capabilities is compelling."
The fourth-biggest supermarket in the UK also announced it was extending its partnership with delivery service Ocado.
Morrisons will use space in Ocado's new "customer fulfilment centre" in Erith, and Ocado will supply software to fulfil online orders.
"When implemented, this would enable Morrisons.com, working with Ocado, to sell to customers all over Great Britain," Morrisons said.
Ocado shares fell more than 7% this morning, as investors remained unconvinced it would be able to stand up to the increased competition from Amazon.
Competition is fierce in the supermarket industry, with the big four retailers - Tesco, Sainsbury’s, Asda and Morrisons - slashing prices as they struggle to win back customers from discount supermarkets Lidl and Aldi.
Amazon’s deal with Morrisons will place even more pressure on the sector.
Last month Sainsbury’s offered £1.3bn for Argos’ owner Home Retail Group, in a bid to expand its retail offering and challenge the likes of John Lewis and Amazon UK.
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