The Bradford-based supermarket says the tie up will give it access to “millions of customers” visiting Amazon’s main website, having previously been on the Prime Now section.
James Badger, wholesale and online director at Morrisons, said that the grocer was now also able to add more of its Market Street products for same day delivery.
He told The Yorkshire Post: “Customers can go onto the site and order their groceries, fresh food and other products for delivery on the same day. Depending on availability, it could be straight away or it could be later that day.
“There’s over 10,000 products available so it’s a very large range of products across the whole store. If you are a Prime member, your delivery is free as long as you spend £40 on your basket.”
Leeds is the first area where this new tie-up has been rolled out with other locations across the country being added over the coming weeks in a phased approach.
Morrisons has been working with Amazon since 2016. It also has a longstanding partnership with Ocado through its own online operation Morrisons.com.
Mr Badger doesn’t believe that the new tie-up with Amazon will weaken its own Ocado-driven website. Instead he feels that it provides customers with more choice.
“We are very confident that the online market is growing hugely,” Mr Badger said.
He added: “We think that growth will remain. We don’t believe that this is going to take business away from our existing Morrisons.com business, actually it’s going to allow us to serve more customers.
“We are relatively small as an online business. We were quite late to move into online retail compared to Tesco or Asda. Therefore, there’s lots of opportunities for us still online.”
In April, Morrisons announced a partnership with Deliveroo that enables customers to order essentials as part of an on-demand delivery service.
“We think with those three different channels, it gives customers more choice for what is convenient for them based on where they live and what works for them in terms of times,” Mr Badger said.
The products have already been listed by Morrisons and since the coronavirus outbreak it has added over 1,000 staff to its Amazon picking operations.
Mr Badger said: “We’re putting colleagues into the stores to pick these orders and get them ready for when the Amazon driver comes to collect the order and deliver it to the customer’s home.”
Customers are now making bigger shops but making fewer trips as a result of the pandemic and the shift towards online has accelerated as more people opt to purchase from home.
Doug Gurr, Amazon UK country manager, said: "The launch of Morrisons on Amazon means increased visibility for Morrisons' incredible service and selection, as well as an even greater choice for our customers."
David Potts, Morrisons chief executive, said: "Morrisons on Amazon will build on our partnership with Amazon, making our good quality, great value food even more accessible through Amazon.co.uk and the Amazon app.
"It will give more and more customers the option of receiving Morrisons groceries straight to their doorstep, including freshly prepared products from our brilliant Market Street colleagues."
The new tie-up will enable customers to place their orders and get their shopping delivered to them on the same day. Customers will be given two hour delivery windows throughout the day.
James Badger said: “The last delivery window, in the main, is 8pm to 10pm. We will be picking those orders in our store up until just before 8pm in the evening. A customer could place an order at 7:45pm and then get a delivery between 8pm and 10pm.”
He added that the latest tie-up was a “deepening and strengthening” of its relationship with Amazon.