The 170-year-old family-owned business has until now shirked expanding across the country. Earlier this year it decided to take its first steps out of the North West with a venture in Malaysia rather than attempt to crack the South.
Booth’s agreement with Amazon Fresh will mean that its range of ready meals, cheese and deli products will be available in the 302 postcodes across London, Surrey, Hampshire, Bedfordshire and Hertfordshire that the online grocer now serves.
Until now Booths has only catered to southern shoppers with its Christmas hamper deliveries, which are available for four days of the festive season.
Amazon Fresh launched last June in the UK offering same-day grocery deliveries for Prime members to an initial 69 postcodes across central and east London. Since then it has expanded across the south east and now counts 180,000 items after striking a wholesale deal with Bradford grocer Morrisons and acquiring Whole Foods earlier this year.
Earlier this year Mr Booth told The Sunday Telegraph that he was watching Morrison’s recent wholesale deal with Amazon Fresh with keen interest. At the time he said “we would happily co-operate with other people of that nature”.
In July Booths’ lenders instructed Grant Thornton to undertake a review of the company’s financial position amid speculation that its family shareholders could have to put more money into the business. A Booths spokesman declined to comment other than to say that the Amazon deal was a “positive sign things were moving in the right direction”.