From now on, staff will not automatically bag up your shopping as part of the service. Instead, you'll have to do it yourself.
The supermarket says its staff will still be able to pack your bags for you if you can’t normally bag up the goods yourself.
In-store home delivery, which is where you shop as normal in Iceland but then get your food delivered later in the day, is free when you spend £20 or more.
In the Extreme Couponing and Bargains group on Facebook, one shopper shared a picture of the email she'd received from Iceland, detailing the changes.
The email, reported by Manchester Evening News, reads: "We're making a small change to the way our Free Home Delivery service works in store.
"Within the next few weeks, rather than packing your shopping for you, you'll need to pack your bags yourself for your Home Delivery.
What do you think of the Iceland changes? Let us know: firstname.lastname@example.org
"This is the only thing changing, everything else is staying the same, including free delivery when you spend £20."
The email continued: "Remember to separate your frozen, fresh (chilled) and grocery items into different bags.
"This means they'll be stored at the correct temperatures before they're delivered.
"If you usually need help to do your shopping and can't pack your bags yourself, please speak to a member of staff in store for assistance."
Some shoppers were not impressed with the new rules, and commented on the Facebook post.
One person complained: "Surely it will take longer to pack as not everyone does it in order in the trolley so be all messed up at the till so then got to make sure it’s packed in right bags.”
Another said: "That’s not very good. The customer will not know how to pack the bags like keep fridge freezer separate.
“I used to work in Iceland so if you do your shopping at 9 but don’t want delivery until 5-7 where does all the food sit all day."
A third commented: "Why are they doing this? I don’t think it will cut cost nor time down?
“It's like self checkouts; OK when you have a few items but rubbish for a full shop."
But there are plenty of customers who have praised the initiative, and are keen to see it come into play.
One said: "Well done Iceland for being the only store to actually say it. Staff aren't paid to pack peoples shopping for them.
“Packing your own shopping means you have the items how you want and you're not spending time having a go at the cashiers for packing it wrong.
“I have worked in retail for years and people just think staff are their personal assistant.”
A second person said: "Great News! When I get a home delivery from ordering online. Half the items are missing, not in stock?
“When I go in store there is loads of everything. Plus you can pick items that has the better date and fruit that is not bashed."
And a third agreed: "It’s not that hard... When you're filling your trolley you’re filling it on each department, fridge, freezer, household etc.
“Put it on the conveyor belt that way so it’s easier to pack. I do this on whatever shop I’m in anyway.
“Makes it easier when home and unpacking. Poor staff all rushed off feet most of time so let’s help them put and not moan at them."
The Mirror has contacted Iceland for comment.