An Amazon logo is seen on a worker's jacket at an Amazon Fulfilment Center in Wroclaw, Poland, in this file photograph dated December 3, 2015. Online retailer Amazon is set to enter the British fresh food market after striking a supply deal with supermarket Morrisons, potentially ramping up competition in the already cut-throat sector. REUTERS/Kacper Pempel/files
LONDON: Amazon has launched its biggest foray into food outside of the United States with a deal with British supermarket Morrisons to offer fresh and frozen goods to customers, in some places as quickly as under one hour.
Enabling the online retail giant to compete with Britain's biggest supermarket stores and smallest local shops, the deal opens another front on Amazon's assault on the £178bil (RM1.03tril) British grocery market, already hammered by a brutal price war and changing shopping habits.
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