Amazon’s Fresh grocery delivery service is now accessible to non-Prime members in select US cities, marking a significant shift in its business strategy.
- The initial rollout includes cities like San Francisco, Boston, Nashville, and Austin, offering broader access to Amazon’s grocery services.
- Non-Prime customers will face delivery fees varying by order amount, a departure from Prime’s previous exclusive benefits.
- The company plans further expansions, potentially incorporating Whole Foods products, reflecting its strategic shift in the grocery industry.
- Recent changes come amidst Amazon’s reshaping of its retail operations, including store closures and testing new formats.
Amazon has announced that its Fresh grocery delivery service is now available to non-Prime members in select US cities, including San Francisco, Boston, Nashville, and Austin. This decision marks a notable shift in Amazon’s approach to its grocery services by broadening access beyond its Prime membership base.
For non-Prime members, delivery fees will be tiered based on the order amount: $13.95 for deliveries under $50 (£39), $10.95 for orders between $50 and $100, and $7.95 for orders exceeding $100. Previously, access to Amazon Fresh was restricted to members of Amazon’s $139-a-year (£109) Prime program, offering them exclusive benefits such as free delivery on grocery orders.
Looking ahead, Amazon has disclosed plans to further enlarge its grocery delivery reach, potentially extending the service nationwide and including offerings from Whole Foods alongside other grocery items. This development signifies Amazon’s commitment to evolving its grocery business model to attract a broader customer base.
These expansions and strategic shifts are aligned with Amazon’s recent moves to fine-tune its retail operations. CEO Andy Jassy has indicated a pause in the expansion of Amazon Fresh and Go stores, following the closure of several locations. This strategic assessment is intended to refine store formats and ensure financial viability.
Amazon’s latest initiatives in the grocery sector reflect a broader industry trend of adapting to changing consumer preferences and market conditions. The company’s ability to deliver on these strategic goals could position it as a more formidable competitor in the retail grocery space.
Amazon’s expansion of its Fresh delivery service to non-Prime customers indicates a pivotal evolution in its grocery retail strategy.
