Indeed, Amazon has already made significant inroads into the market in the United States. There, the company purchased high-end grocer Whole Foods, where the ecommerce giant immediately set about a restructuring programme that saw prices slashed by as much as 43%. In the UK, Amazon is yet to make such a move; however, a partnership with Morrisons – one of the industry's 'Big Four' – to deliver groceries via Amazon Prime has led some to speculate that a deal may well be in the pipeline.