Amazon has launched a tie-up with Booths in a deal that will allow the grocer to sell its products to shoppers in the South for the first time.
The etail titan will offer a “comprehensive selection” of Booths products including ready meals, deli products and cheeses through Amazon Fresh.
Customers in 302 postcodes across London, Surrey, Hampshire, Bedfordshire and Hertfordshire will be able to order from the Booths proposition.
It marks the first time in the Lancashire-based grocer’s 170-year history that it has expanded its reach outside of the North of England.
Booths currently has 28 stores, mainly in the Northwest of the country.
The upmarket grocer’s chairman and chief executive Edwin Booth said: “Booths has always been a Northern secret, but now our range of exceptional products will be available every day to a wide range of shoppers.
“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 launched its Fresh grocery proposition in the UK last year and already sells products supplied by Morrisons and Whole Foods, which it acquired in a $13.7bn deal in August.
The online Goliath has also penned deals with local food producers and artisan bakeries from locations including Borough Market and Notting Hill as it looks to gobble up grocery market share.
Amazon Fresh international vice president Ajay Kavan said: “We know customers love high-quality ready meals, delicatessen and produce, and with Booths’ rich history and well-deserved reputation for providing the very best food, we think people across London and the Southeast will love what Booths has to offer.”