Consumers in more parts of the UK will now be able to order groceries online from Amazon and get their products the very same day thanks to the wider rollout of the Prime Now delivery service.

Internet Retailing reports that 90 per cent of Londoners will be able to make use of Prime Now within the next couple of weeks, while other major cities, including Bristol, Edinburgh and Birmingham, are also being made eligible for the service as well.

This rollout is being made possible not because Amazon has made major investments in its own unique grocery delivery infrastructure, but rather because it has partnered with supermarket chain Morrisons in order to achieve this as quickly as possible.

A small number of boroughs in London were already taking advantage of a trial of this scheme, but now it has been proven effective and attainable enough to encompass a broader swathe of the population.

The UK is not the only place where Amazon is focusing its efforts on selling more groceries online with the help of retail partners, as it has also brought similar updates to Spain this month, focusing on heavily populated areas, including Madrid.

Due to the ongoing coronavirus pandemic, Amazon is sensibly choosing not to offer an extensive range of products for delivery via Prime Now and is instead keeping this to a relatively limited selection which includes a lot of the essential items that people need to have access to in their homes.

With fewer people willing or even able to venture out to bricks and mortar stores at the moment, it makes sense for Prime Now to be introduced as widely as possible so that Amazon customers have an alternative available to them.