Waitrose is discussing the possibility of selling groceries via Amazon as it battles to regain market share lost to discount grocers amid the cost of living crisis.
According to the Telegraph, the pair are considering a partnership years after the premium grocer severed ties with Ocado.
Waitrose and Amazon are in talks over a third-party deal, similar to the one struck by Iceland with the online giant last month.
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The frozen food specialist is now among Co-op and Morrisons as a third-party supermarket partner on Amazon.
The items will initially only be available in some areas of Greater Manchester before being launched elsewhere in the coming months.
The food selection is set to range from Iceland’s own-brand fresh and frozen products to branded items from Greggs and Heinz.
Waitrose’s market share in the grocery industry has dipped from 5.1% to 4.6% since the beginning of 2020, according to Kantar. When the Ocado deal closed it held a 4.9% market share.
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