Amazon expands Iceland grocery tie up to include Belfast, Cardiff, Edinburgh, Nottingham

Amazon reports that customers in cities including Belfast, Cardiff, Edinburgh and Nottingham can now shop groceries via its Iceland partnership, with the launch in Belfast marking the first time customers can tap the service in Northern Ireland. 

The launch is part of Amazon’s expansion of partnerships with Iceland, Morrisons, and Co-op. In 2026, it claims that it is on track to more than double the number of UK Prime members who have access to three or more online grocery delivery options, reaching more than 80% of them with access to at least one grocery partner. 

The move follows the recent launch of Amazon Now, delivering groceries and household essentials in about 30 minutes or less to customers in eligible London postcodes. 

“We’re continually working to give customers more choice, value and flexibility in how they shop for groceries,” says Russell Jones, Director at Amazon Grocery Partnerships. “More customers across the UK can now choose from a wide range of Iceland groceries and household essentials, with a range of convenient, fast delivery options.”

Tarsem Dhaliwal, CEO at Iceland Foods, says: “This extension of our partnership with Amazon means that we can serve even more communities nationwide with Iceland's quality products, all with the convenience of Amazon’s shopping experience. For Northern Ireland in particular, we’re proud to be the first grocery partner to offer a service like this through Amazon’s platform.” 

2026 RTIH Innovation Awards

Grocery delivery will be a key focus area at the 2026 RTIH Innovation Awards.

The awards will open for entries in April. They celebrate global retail technology innovation in a fast moving omnichannel world.

Our winners will be revealed at the 2026 RTIH Innovation Awards Ceremony, taking place at The HAC in Central London on Thursday, 15th October.

Check out our 2025 winners here.

Our 2025 hall of fame entrants were revealed during a sold out event which took place at The HAC on 16th October and consisted of a drinks reception, three course meal, and awards ceremony presided over by award winning comedian, actress and writer Tiff Stevenson.

In his welcome speech, Scott Thompson, Founder and Editor, RTIH, said: “This is the awards’ fifth year as a physical event. We started off with just 30 people at the South Place Hotel not far from here, then moved to London Bridge Hotel, then The Barbican, and last year RIBA’s HQ in the West End.”

“But I’m conscious of the fact that, to quote the legend that is Taylor Swift, You’re only as hot as your last hit, baby. So, this year we’ve moved to our biggest venue yet, and also pulled in our largest number of entries to date and broken attendance records.”

He added: “This year’s submissions have without doubt been our best yet. To quote one of the judges: The examples of innovative developments across both traditional and digital retail spaces were truly remarkable.”

Congratulations to our winners, and a big thank you to our sponsors, judging panel, the legend that is Tiff Stevenson, and all those who attended our 2025 gathering.