Amazon frequently adjusts the pricing and accessibility of its grocery services, and the latest initiative to boost business involves the introduction of a subscription plan. Prime members can now opt for a $10 monthly subscription, providing them with unlimited, free deliveries from Amazon Fresh and Whole Foods on orders surpassing $35. This subscription also encompasses unlimited 30-minute pickup orders, irrespective of the order value.
The inclusion of Whole Foods in this subscription is noteworthy, considering that any Amazon delivery from the retailer incurred a $10 delivery fee since 2021. While Amazon Fresh deliveries over $35 were initially free for Prime members until earlier this year, Amazon introduced fees for grocery deliveries under $150. In October, the company adjusted this threshold to $100, imposing a $7 fee on Fresh orders ranging from $50 to $100 and a $10 fee on orders below $50. In essence, Prime members can now pay $10 per month to reinstate the same benefits they enjoyed until January, in addition to the standard Prime membership fee of $15 monthly or $139 annually.
This subscription plan is part of Amazon’s ongoing efforts to stimulate growth in its grocery sector. In November, the company expanded Fresh grocery delivery and pickup services to include non-Prime members as well. Initially introduced in select locations, this subscription plan is being rolled out to Prime members in three U.S. cities: Sacramento, CA, Columbus, OH, and Denver, Colorado.
