British retailer Next is amongst a number of retailers supporting a new click and collect service launched by Amazon.
The marketplace’s Counter option is now available in the UK and Italy, allowing customers to buy tens of millions of items and collect them from local stores.
Clothing giant Next will be launch partner in the UK, while in Italy Amazon will partner with bookseller Giunti and convenience store chains Fermopoint and SisalPay.
Users select the option at checkout and then take a barcode into selected stores, where staff scan it and then retrieve their package.
Amazon is seeking other retailer partners to expand the service across Europe in the future, saying that partner stores will benefit from increased footfall and sales.
Lord Wolfson, CEO of Next PLC, said the solution would contribute to the “continued relevance and vibrancy of [Next’s] stores”.
"Amazon Counter combines the internet’s power to offer unprecedented choice with all the convenience of local stores.”
Patrick Supanc, Amazon director of lockers and pickup, said: "With Counter, we’ve used technology to enhance and redesign the click and collect experience.
"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."