Amazon has partnered with Next to launch a click-and-collect service desk called Counter.

Counter is a network of pick-up points, staffed by employees of Amazon’s retail partners such as Next, which will allow customers to collect their Amazon delivery at the nearest Counter location.

Following a trial, Amazon Counter will be rolled out to hundreds of Next stores over the coming year.

The service is available to Prime customers at no extra cost, representing another way in which Amazon is trying to make its Prime ecosystem an essential part of customers’ lives. It will work in conjunction with one-day and standard shipping.

Customers will receive an email notification including the store’s address and opening hours once their parcel has been received by their nominated store. They will then have 14 days to collect their items. Counter staff will scan the email barcode to identify the customer’s package.

Amazon’s proprietary technology will allow staff to serve customers quickly without disrupting daily activities, while the presence of an Amazon Counter will help to drive footfall to a store.

Next chief executive Lord Wolfson said: “The ability to collect Amazon parcels from hundreds of Next’s UK stores provides a helpful and exciting new service for UK consumers.

“Amazon Counter combines the internet’s power to offer unprecedented choice with all the convenience of local stores. In a tough retail environment, our aim is that Amazon Counter will contribute to the continued relevance and vibrancy of our stores.”