Amazon Counter service coming to Lincoln Next stores

    The retail giant Amazon has partnered with Next Plc to offer its Amazon Counter service across the 500 high street stores.  Amazon Counter is a new service that will allow customers to collect their Amazon purchases from pick-up points within Next stores.

    In the current climate of trying to boost footfall in high street stores to compete with the noticeable shift to online purchasing, the move has been praised by many for its innovative collaboration.

    The new service, called Counter, marks a rare example of the e-commerce giant debuting a new offering outside its U.S. home market. Amazon said it chose Europe for the launch because of customer demand for convenient click-and-collect locations and has created a new app to make for a more efficient collection process.

    “There is a strong tradition of click-and-collect in both the U.K. and Italy and the plan is to roll Counter out further across Europe,” said Patrick Supanc, Amazon’s director of lockers and pickup. “Next really understands click-and-collect.”

    Next chief executive Lord Wolfson 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.”