AmazonFresh is bringing the 'Waitrose of the North' to London

A supermarket chain in the North of England is now the latest to sign up for AmazonFresh, the e-commerce brand’s grocery delivery service.

Booths, coined the ‘Waitrose of the North’, currently operates in 28 stores across the northern region, and is now offering its products on AmazonFresh to consumers in London, Surrey, Bedfordshire, Hampshire and Hertfordshire.

Speaking to City AM, Edwin Booth, chairman and CEO of Booths, said: “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.”

The move marks another jump forward in Amazon’s attempts to get in the grocery market industry, following its $13.7bn acquisition of Whole Foods.

Ajay Kavan, vice president of AmazonFresh International, said: “We know customers love high-quality ready meals, delicatessen and produce.

“With Booths’ history and well-deserved reputation for providing the very best food, we think people across London and the South East will love what Booths has to offer.

“Our customers look for choice, value and convenience. 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.”