Waitrose is reportedly exploring a partnership with Amazon in a deal that would see the supermarket’s groceries sold on the platform.

The potential deal comes as Waitrose “battles to regain market share lost in the cost-of-living crisis”, after losing sales to some of its discount rivals, according to The Telegraph.

Waitrose is said to be eyeing the third-party deal following the end of its 20-year partnership with Ocado three years ago.

An arrangement with Waitrose would extend Amazon’s third-party portfolio, which also includes Morrisons and The Co-op, and involves selling the supermarkets’ products online and delivering them to shoppers from local branches.

Neither Waitrose nor Amazon provided comment.

The deal would potentially mirror Iceland’s recently launched trial partnership with Amazon.

Iceland food launched on Amazon, exclusively for Prime members, in a trial that was initially rolled out in some areas of Greater Manchester.

Waitrose currently sells on its own website and has relationships with on-demand food delivery services including Deliveroo and Uber Eats.