SEATTLE—Amazon Prime members will enjoy free, two-hour grocery delivery from Amazon Fresh, Grocery Dive reports. The retailer currently allows Prime members to receive free, two-hour delivery from Whole Foods stores.
Prime members formerly had to pay $14.99 a month for Amazon Fresh deliveries. Amazon indicated that free delivery orders must be at least $35. Orders under that threshold will pay a $9.99 delivery fee. The service comes with a one- or two-hour delivery window.
Current Prime members already using Amazon Fresh will receive the free delivery option first, with other Prime members able to request the service. Amazon did not say when it will expand the service. "This new delivery effort is yet another example of Amazon’s willingness to suffer short-term for the potential for long-term benefit," said Moody’s analyst Charlie O’Shea.
Amazon has been working on tightening up operations between its online grocery orders and Whole Foods. The retailer has been going after Whole Foods shoppers with online delivery promos and has folded Whole Foods grocery products into Amazon.com, instead of its Prime Now app.
More cities have access to Amazon Fresh, including Houston, Las Vegas, Minneapolis and Phoenix, with delivery of fresh grocery items now accessible via Whole Foods and Amazon Fresh in more than 2,000 localities.