"We hate Amazon. They'll bully us and do horrible things to us. They'll use us, we don't want anything to do with them." - Iceland Managing Director, 2018 Fast forward five years… This morning Amazon UK announced that frozen food specialist Iceland will begin selling groceries on its platform. In this episode, Natalie explores the rationale behind Iceland's shift in strategy and why Amazon is expanding its relationship with third party supermarkets like Morrisons, Co-op and now Iceland. Amazon may need the grocery industry but does the grocery industry need Amazon? Let's explore. Links: - Amazon press release:  https://www.aboutamazon.co.uk/news/retail/amazon-fresh-store-liverpoolstreet-iceland-partnership - Recent Grocery Gazette article featuring Natalie's thoughts on Amazon's UK grocery strategy: https://www.grocerygazette.co.uk/2023/07/26/amazon-fresh/ - Natalie and Miya's book (yes it's on Amazon): https://amzn.eu/d/9RfiDnD 

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