Amazon has added the supermarket to its Prime Now app with a dedicated "Morrisons at Amazon" section. It joins John Bell & Croyden -- pharmacists to Her Majesty The Queen -- and wine seller Spirited Wines. At launch, Morrisons products are only available to customers in select London and Hertfordshire postcodes, who will pay £6.99 for a one-hour delivery or choose a free two-hour slot between 8am and 10pm every day.

As brick and mortar stores upgrade their online experiences to better fight Amazon, the company has quickly moved to partner with specialist retailers in order to increase the quality and quantity of products that can be delivered in under 60 minutes. Speed of delivery is something that its competition have yet to come close to, bar Argos, but Amazon's product offering continues to get more diverse by the day.