Amazon and Morrisons team up to keep your fridge full

Fresh fruit and veg on the way to Prime Now and Amazon Pantry customers

As if you couldn't already buy just about everything from Amazon, soon you'll be able to grab your groceries there too.

The online shopping giant just inked a deal with UK supermarket chain Morrisons to supply fresh and frozen food as part of the Prime Now and Amazon Pantry services.

Amazon Pantry arrived last year, as an alternative to online shopping with the four major UK supermarkets, but it didn't include fresh food. That should change later this year, when the new Morrisons deal gets under way.

Morrisons was, until now, relatively small fry; only 3% of Brits that buy their groceries online used it. 

The deal could mean serious competition for the likes of Tesco, Asda and Sainsburys, which have a much bigger share of the online and home delivery market.

Online-only store Ocado could stand to lose out too; it has a 25 year deal to run Morrisons' online delivery service, which could take a big hit  once Amazon starts shipping out shopping.

Amazon Fresh already has over 20,000 fresh and frozen foods on sale in the US, and this could be an easier way to start something similar in the UK.

With Prime Now offering one-hour delivery in several big UK cities, and with more on the way, it could be a more convenient way to grab your groceries - and another way to justify that £79 annual fee.