Booths is making its first foray into the south of England in a landmark deal with AmazonFresh.
The upmarket grocer, whose 28 stores in the north west have earned it the nickname ‘Waitrose of the North’, has begun offering “hundreds of products” on Amazon’s online grocery service.
The partnership will make Booths ready meals, cheeses and deli products available across 302 postcodes in London, Surrey, Hampshire, Bedfordshire and Hertfordshire.
AmazonFresh has given Booths a prominent slot on its homepage, advertising that is ‘no longer a Northern secret’.
The deal also marks the first time Booths has sold an extensive range of its products online. Until now, it has only offered a full home delivery service around Christmas. It also has a year-round online service exclusively for gifts.
Customers who order Booths products through AmazonFresh will be able to take advantage of same-day, one-hour slots, meaning they can “order at lunch in time for dinner”.
Booths is the third private-label grocery range sold on AmazonFresh, alongside Morrisons and Whole Foods Market.
Ajay Kavan, vice president of AmazonFresh International, predicted customers would respond to the brand’s “rich history and well-deserved reputation for providing the very best food”.
“Our customers tell us they look for choice, value and convenience from AmazonFresh,” he said. “That’s why we’ve added Booths to our great selection of products from Morrisons and Whole Foods Market as well as local shops and big name brands, brought together with same-day delivery and the everyday low prices that Amazon is known for.”
Booths chairman and CEO Edwin Booth added: “Booths has always been a Northern secret, but now our range of exceptional products will be available every day to a wide range of shoppers.
“This is good news for everyone. It’s a win for Booths, as we have wider reach for our products and it’s a win for the customer who can now have a taste of Booths country delivered to their doorstep.”