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February 29, 2016updated 31 Aug 2016 12:28pm

As Amazon confirm Morrisons deal, is the retail giant also looking at UK restaurant delivery?

News: Could Amazon take on Just Eat, Hungry House and Deliveroo?

By CBR Staff Writer

American online retail giant, Amazon has been reportedly surveying its customers in efforts to target the UK restaurant delivery market.

Reuters reported that Amazon has been sending its customers survey questionnaires, with the questionaires featuring questions about the frequency and the average cost of ordered food.

The company also asked about the use of services from different food delivery companies such as Just Eat, Hungry House, and Deliveroo, for delivering food such as pizzas, sushis and kebabs.

Questions such as ‘what attracts you to choose a particular service provider over another’ and ‘what improvements they would like to see in the services’ were also asked by Amazon in its questionnaire.

This has been seen as a move to understand how UK customers are using food delivery services. According to the news agency, Amazon could expand its portfolio by including food delivery as well.

In the US, Amazon has already started its Prime Shipping service where orders are shipped out the same day and in some cases, in a few hours.

Aviate Global senior analyst, Neil Campling said that canvassing customers about the restaurant delivery market would be a "logical step" toward expanding its own business.

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"These stealth tactics have been used carefully in the U.S. to do similar and launch successfully and the U.K. is often used as the first international market."

Morrisons, one of UK’s biggest supermarket chains, has signed a deal with Amazon to supply groceries to Amazon customers.

The company said that it will supply products using Amazon Prime Now and Amazon Pantry services.

With this tie-up Amazon will expand its Pantry service and gain a firm foothold in fresh food and grocery, which currently has relatively smaller market.

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