Shoppers in some parts of the country can now order a full Morrisons shop through Amazon Prime and have it delivered within one hour.

Launched today (16 November), the new service is called Morrisons at Amazon and enables shoppers in selected postcodes in London and Hertfordshire to order a full Morrisons shop online via the Prime Now app.

These orders will be picked at a local Morrisons store by Amazon and delivered to the consumer within one hour for £6.99, or in a two-hour slot for free.

The service is an extension of the retailer’s existing wholesale supply agreement that, from June, has made hundreds of Morrisons products available to Amazon Prime Now and Amazon Pantry customers.

Morrisons today said the wholesale supply service had “started well” and had been extended to thousands of Morrisons products.

The supermarket described the initiatives as “capital light” and said they would contribute to the £50m-£100m incremental profit opportunity outlined by the business in its 2015/16 preliminary results.

“As a food maker and shopkeeper, we have unique skills to help build a broader new Morrisons through capital-light growth,” said Morrisons chief executive David Potts.

“Morrisons at Amazon is another exciting joint opportunity and makes Morrisons’ good-quality, great value-for-money products available to even more customers.”

Morrisons recently announced it aims to install the UK’s largest collection of Amazon Lockers in its stores this year.

“Many busy customers can’t wait at home for their delivery, and we believe the option to pick it up from one of our hundreds of conveniently located supermarkets will be attractive,” said Morrisons chief financial officer Trevor Strain at the time.