Amazon is going all in on the UK’s grocery wars
Amazon is ramping up its assault on the UK’s fiercely competitive grocery market, announcing a major nationwide expansion of its partnership with frozen food giant Iceland Foods.
From this week, shoppers in key cities including Belfast, Cardiff, Edinburgh, and Nottingham can now order thousands of Iceland products directly through Amazon.co.uk or the Amazon app.
The rollout is particularly significant in Northern Ireland, where the Belfast launch marks the first time Iceland goods are available via Amazon in the region.
Amazon’s grocery ambitions
The move forms part of Amazon’s aggressive push to dominate online grocery delivery, building on existing tie-ups with Morrisons, Co-op, and others.
Customers in eligible areas will now gain access to a broad selection ranging from frozen favourites and fresh food to everyday essentials, household items, cleaning products, and beauty staples – all with the convenience of fast delivery options, including Same-Day, Next-Day, and in some cases as quick as 60 minutes.
“We’re continually working to give customers more choice, value, and flexibility in how they shop for groceries. More customers across the UK can now choose from a wide range of Iceland groceries and household essentials, with a range of convenient, fast delivery options,” said Russell Jones, Director of Amazon Grocery Partnerships.
Amazon’s partnership with Iceland
Amazon’s partnership with Iceland originally kicked off in 2023, but this latest phase dramatically widens its reach.
Amazon reports it is on track in 2026 to more than double the number of UK Prime members with access to three or more online grocery delivery options, hitting over 80% with at least one partner service.
“This extension of our partnership with Amazon means that we can serve even more communities nationwide with Iceland’s quality products, all with the convenience of Amazon’s shopping experience. For Northern Ireland in particular, we’re proud to be the first grocery partner to offer a service like this through Amazon’s platform,” said Tarsem Dhaliwal, Chief Executive of Iceland Foods.
The expansion comes amid Amazon’s broader grocery ecosystem growth, including its own Amazon Fresh offering, Whole Foods Market integration, ultra-fast Amazon Now deliveries in parts of London (often in about 30 minutes), and collaborations with Gopuff and others.
To check availability in your area, shoppers can head to Amazon.co.uk/grocery, enter their postcode, and see the full range of options.
