Iceland and Amazon have extended their partnership, offering customers in a raft of new cities, including Belfast, Cardiff, Edinburgh and Nottingham, rapid grocery deliveries across fresh food, everyday essentials and household goods.

“This extension of our partnership with Amazon means that we can serve even more communities with Iceland’s quality products, all with the convenience of Amazon’s shopping experience,” commented Tarsem Dhaliwal, Chief Executive of Iceland Foods.

In addition to Iceland, Amazon already offers grocery tie-ups with retailers including Morrisons and Co-op. This year, it expects to double the number of Amazon UK Prime members who have access to three or more online grocery delivery options, while reaching over 80% who can order from at least one grocery partner.

“We’re continually working to give customers more choice, value and flexibility in how they shop for groceries,” said Russell Jones, Director of Amazon Grocery Partnerships. “More customers across the UK can now choose from a wide range of Iceland groceries and household essentials, with a range of convenient, fast delivery options.”

The move also follows the recent launch of Amazon Now, which offers ultra-fast delivery across thousands of grocery and household goods in under 30-minutes, across selected London postcodes. Currently being tested in Southwark, Amazon plans to rollout to additional locations in the coming months to bring new levels of speed and convenience to customers.