LONDON—Amazon.com Inc. has struck a deal with the U.K.'s fourth-largest grocery chain, WM Morrison Supermarkets PLC, taking the Internet retailer a step closer to becoming a serious player in Britain's ultracompetitive online grocery market.
In coming months, the grocer said "hundreds of Morrisons products" will be available to customers of Amazon's one-hour Prime delivery and Pantry services. Amazon added that the deal includes products such as soup, chocolate, spaghetti and orange juice.
"The Amazon deal is a reminder that the world's biggest online retailer is targeting grocery in the U.K.," said Exane BNP Paribas analyst John Kershaw.
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