Amazon is broadening its grocery offerings to a wider audience, extending services to all account holders, not just Prime Members. Non-Prime Members can now access Amazon Fresh groceries for delivery or opt for free pickup at any location.
This increased accessibility will soon encompass Amazon-owned Whole Foods Market, allowing every customer to select two-hour delivery from either retailer. Amazon is positioning itself to compete with food delivery services such as Uber Eats or GrubHub by expanding its grocery delivery to include items from local shops and even pet food stores.
While Prime Members will continue to enjoy exclusive perks, such as free shipping on Amazon Fresh orders exceeding $100, it’s noteworthy that Amazon adjusted the free delivery threshold from $150 to $100 in October. Prime Members also receive discounts on products at both Amazon Fresh and Whole Foods Market.
Amazon’s grocery service has faced challenges due to a somewhat unclear strategy and lackluster sales. The effectiveness of the expanded delivery availability in addressing these issues remains to be seen. Additionally, the company has revamped three Los Angeles-based stores, introducing new products and fulfilling the American Dream with the addition of a Krispy Kreme donut shop.