Amazon takes a bold step in the grocery delivery arena, announcing that customers can now order from Amazon Fresh without a Prime membership. This strategic move extends to Whole Foods soon, covering over 3,500 U.S. cities. In addition, Amazon shoppers gain access to local grocers like Bristol Farms, Cardenas Markets, Pet Food Express, Weis Markets, and Save Mart via the Amazon website.
While Amazon Fresh isn't a free service, Prime members receive discounts, making orders over $100 free with no delivery fee. Two-hour deliveries for Prime members incur a service fee of $6.95 for $50-$100 orders and $9.95 for orders under $50. Non-members face delivery fees ranging from $7.95-$13.95 based on basket size and delivery window. Flexible and rushed orders may include fee adjustments.
Grocery pickup with Amazon Fresh is available in select states, offering added convenience. Amazon plans to enhance the shopping experience by introducing cashierless payment options, such as Just Walk Out and the smart shopping cart Dash Cart.
The move indicates Amazon's response to increased competition in the online grocery market, especially from Walmart, which has gained momentum with its Walmart+ membership offering cheaper rates and free grocery delivery for orders above $35. Amazon aims to regain ground by simplifying its grocery services, aligning with customer preferences.