Amazon Looks to Expand Grocery Delivery Service

Same-day orders from major supermarkets may be a possibility next year.

December 16, 2021

Amazon Fresh

ALEXANDRIA, Va.—Amazon has been trialing a service known internally as Amazon Fresh Marketplace in the U.K., which allows U.K. Prime subscribers to order groceries from two major supermarket brands, with same-day delivery fulfilled by the company’s Flex drivers, reports Engadget. The service is reportedly coming to the U.S. and the majority of Europe in 2022. It would compete directly with Instacart, says Engadget.

In a statement to Engadget, Amazon declined to comment on specifics of the plans, but said its “focus is on providing Amazon customers the best possible experience when it comes to grocery delivery,” and that “partnerships with other grocers enable more customers to shop online and allow us to provide Amazon Prime members with more choice, value and convenience while our partners benefit from increased visibility for their selection and service.”

Amazon currently offers a Whole Foods delivery service through its Flex program in the U.S. Flex drivers use their own cars to make Whole Foods deliveries, and they also shop for the products in the orders as well. It is unclear how this delivery service will work with Amazon Fresh grocery stores, if at all.

Last month, Amazon announced the opening of its first Amazon Fresh locations in New England. Amazon Fresh will open its first New England location in Saugus, Massachusetts, and another Amazon Fresh is under construction in Braintree, Massachusetts.

Amazon Fresh locations feature Just Walk Out technology, which allows customers to bypass the self-checkout line and walk out of the store with their products. There are currently Fresh stores in California, Illinois, Maryland, Pennsylvania, Virginia, Washington state and Washington D.C.