From Freezers to Front Doors: Amazon Expands its Partnership with Iceland

Amazon’s expanded partnership with Iceland marks a new phase in the UK’s fast-evolving online grocery battle, pushing convenient, rapid delivery deeper into everyday life for millions of shoppers. Customers in cities including Belfast, Cardiff, Edinburgh and Nottingham can now order Iceland groceries directly through Amazon.co.uk and the Amazon app, with Belfast seeing Iceland on Amazon launch in Northern Ireland for the first time. The move dramatically widens access to Iceland’s range of fresh food, everyday essentials and household items, all wrapped in Amazon’s familiar, frictionless shopping experience.

This is not a one-off test, but part of a clear, scaled strategy. Amazon is expanding its partnerships with Iceland, Morrisons and Co-op and expects that in 2026 it will more than double the number of UK Prime members who have access to three or more online grocery options, with over 80% of Prime members having access to at least one grocery partner. Layer this on top of Amazon Fresh, Whole Foods Market and quick-commerce tie-ups like Gopuff, and shoppers can already choose from more than two million grocery and household products, spanning cupboard staples, fresh produce, cleaning and beauty items, delivered quickly and competitively. The rollout follows the recent launch of Amazon Now, offering thousands of grocery and household essentials in about 30 minutes or less in eligible London postcodes, underlining Amazon’s intent to win on speed as well as assortment.

For Iceland, this partnership extension is a smart way to reach new communities nationwide, particularly as the first grocery partner to offer a service like this in Northern Ireland through Amazon’s platform. For Amazon, it signals that the future of grocery isn’t about owning every store, but orchestrating a network of strong retail partners, unified by a single, ultra-convenient digital front door. We expect Amazon’s role in grocery commerce to evolve to be the dominant marketplace layer: aggregating multiple grocery brands, compressing delivery times, and normalising fast, flexible grocery delivery as a standard Prime benefit in the UK. Looking ahead, Amazon’s plan in UK grocery appears focused on deeper regional coverage through partners, more rapid fulfilment options, and positioning Amazon.co.uk as the default starting point for the weekly shop as well as top-up everyday essentials.