Amazon partners with Next for Counter click & collect launch

Amazon has launched a new click & collect option for shoppers called Counter. The initiative will see retail partners become click & collect hubs for Amazon parcels.

The internet giant has partnered with Next as its first Counter retailer in the UK with more partner stores likely to launch in the following months. The Amazon Counter partnership hopes to encourage additional footfall to the hundreds of participating Next stores up and down the country. The service is also now available in Italy at Giunti, Fermopoint and SisalPay.

Lord Wolfson, CEO of Next, said: “The ability to collect Amazon parcels from hundreds of Next’s UK stores provides a helpful and exciting new service for UK consumers. 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.”

Like many of its high-street neighbours, Next has reported a fall in store sales in recent years, while its online sales have been increasing year-on-year. Last September, Wolfson described how the retailer had reached an online tipping point, where eCommerce sales balanced out the decline of in-store sales.

Meanwhile, Patrick Supanc, Amazon's director of lockers and pickup, explained how the Counter concept could be rolled out more widely: “We’re excited for customers to experience this service at one of the thousands of stores now available for Counter, but we’re not stopping there. We’re now actively looking to bring even more partners onboard across Europe — from family-run corner shops to retail chains — businesses of all sizes can take advantage of the opportunity as we expand the Counter network for customers.”

To pick up Amazon parcels from a Counter location, online shoppers select their pick-up point as their delivery location. The customer will receive an email once the item has arrived in store with a barcode which store staff will scan in order to retrieve their parcel.