From today Amazon shoppers will be able to choose to collect their parcels from Next stores across the country as the pair team up on a click-and-collect service.
Amazon Counter allows UK users to select a preferred pick-up point when ordering their items and they are then given 14 days to collect their parcel.
Next CEO Lord Simon Wolfson said that offering the service would help make the retail giant’s stores more relevant in a tough retail environment.
“The ability to collect Amazon parcels from hundreds of Next’s UK stores provides a helpful and exciting new service for UK consumers,” Lord Wolfson said.
“Amazon Counter combines the internet’s power to offer unprecedented choice with all the convenience of local stores.
“In a tough retail environment, our aim is that Amazon Counter will contribute to the continued relevance and vibrancy of our stores,” he added.
Amazon already offers customers the opportunity to opt to collect their items from 2,500 automated lockers across the country with partners including supermarket groups Morrisons and the Co-operative, as well as Shell petrol stations.
The e-commerce giant has also rolled out the Counter service in Italy, where its partners are bookstore chain Giunti and the Fermopoint and SisalPay stores.
Next is not alone in allowing shoppers to pick up online purchases from other brands in its stores. Last year Debenhams partnered with click-and-collect expert Doddle enabling shoppers from sites including Amazon, ASOS and Missguided to collect their parcels from its store.
Research during the trial of the Debenhams service showed that almost 30% of shoppers who came to collect their purchases went on to make a further purchase in-store with the average basket value totally £25.