Amazon has started selling the first tranche of fresh groceries online following its link-up with the supermarket Morrisons.

A number of fresh goods including diced chicken breasts, smoked ham slices, milk and bananas began appearing on the etailer’s UK website today.

But Amazon seemed to suffer a few teething problems with the products, after some goods were listed at inflated prices, while others appeared next to erroneous pictures.

Morrisons’ milk was listed on at a price of £68.75, while bananas were being offered for £27.99.


The grocer’s Tastes of Home shepherd’s pie appeared beside an image of the Teenage Mutant Ninja Turtles and then a different picture of Morrisons’ own-brand kitchen foil.

It comes after Morrisons revealed a tie-up to supply hundreds of fresh, frozen and ambient products to Amazon in February, in an effort to boost its online credentials.

Speaking after unveiling Morrisons’ second consecutive quarterly rise in like-for-like sales last week, CEO David Potts said Amazon had already taken its first order of 800 ambient products, suggesting that a move to start selling the grocer’s goods through Pantry was “imminent”.

But the etailer has today started listing fresh products on its UK website as well. They are set to be available to shoppers using Amazon Prime Now.

It has been suggested that Amazon could be poised to launch its fully fledged Fresh grocery proposition later this month.

Amazon is yet to respond to Retail Week’s request for comment.