Counter is a network of pick-up points, staffed by employees of Amazon’s retail partners such as Next, which will allow customers to collect their Amazon delivery at the nearest Counter location.

Following a trial, Amazon Counter will be rolled out to hundreds of Next stores over the coming year.

The service is available to Prime customers at no extra cost, representing another way in which Amazon is trying to make its Prime ecosystem an essential part of customers’ lives. It will work in conjunction with one-day and standard shipping.