Asda scales Deliveroo reach and integrates Amazon advertising tech

The expansion with Deliveroo adds 300 superstores to the existing network, offering shoppers access to a catalog of 10,000 products via the app until 11pm. Barney Burgess, Asda’s Vice President for Online Grocery, frames the move as a push for maximum convenience, while Deliveroo’s Suzy McClintock identifies the milestone as a key step in providing unmatched grocery selection directly to households.

Beyond rapid delivery, Asda is transforming its e-commerce interface through a landmark deal with Amazon Ads. Rolling out in phases starting in the fourth quarter, the integration allows the retailer to leverage Amazon’s ad tech to serve personalized product recommendations based on shopping intent. Rachel Eyre, Asda’s Chief Customer and Digital Officer, stated that the technology aims to reduce friction for shoppers while providing brands with more robust, measurable campaign tools. By utilizing familiar advertising interfaces, the partnership seeks to simplify how brands engage with George and Asda shoppers, marking the first time a retailer outside the US has implemented this specific Amazon service.