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Amazon has teamed up with UK high street retailer Next to launch a service that allows customers to collect parcels from pick-up points from inside Next stores.

Shoppers who use the system called ‘Amazon Counter’ will be able to choose a pick-up point when they reach the check-out on the Amazon website.

Customers will receive an email notification and a unique barcode once their parcel has arrived at their chosen Next store. They then have 14 days to collect their parcel.

Amazon said the new service is also being launched in Italy, where its partners are bookstore chain Giunti and the network of Fermopoint and SisalPay stores.

Next’s Chief Executive Lord Wolfson said the new service would help the fashion giant stay relevant in a tough retail environment.

“The ability to collect Amazon parcels from hundreds of Next’s UK stores provides a helpful and exciting new service for UK consumers,” he said.

“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.”

Meanwhile, Patrick Supanc, Amazon’s director of lockers and pickup, explained how the Counter concept could be rolled out more widely: “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.”