Amazon is testing a 2-hour grocery supply service from Whole Foods

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Whole FoodsAP/Mark Lennihan
  • Whole Foods and Amazon are testing a service that gives two-hour supply immediately from Whole Foods shops.
  • It’s a part of Amazon’s efforts to promote extra grocery gadgets on-line and increase its Prime Now two-hour supply service.


Amazon and its subsidiary Whole Foods have began a trial program in 4 cites across the nation to ship groceries and different items immediately from Whole Foods. The trial is beginning in Austin, Texas; Cincinnati, Ohio; Dallas, Texas; and Virginia Beach, Virginia.

Amazon stated in a press launch that it plans to roll this system out to extra cities later within the 12 months.

“This is the place we’re beginning,” Stephenie Landry, vp of Prime Now, told the Seattle Times. “We’re going to be increasing.”

The program is obtainable solely for Amazon Prime members by means of the Prime Now two-hour supply service. Delivery is free so long as the order dimension is over $35, and prospects use or the Prime Now app to order.

Here’s the concept: as a substitute of stocking Whole Foods groceries in a warehouse and beginning Prime Now deliveries from there, the brand new program makes use of a Whole Foods retailer as a depot.

Whole Foods’ private-label model, Everyday Value 365, is already out there on Prime Now supply in some markets, together with New York. This program can have a wide array of Whole Foods gadgets on provide — conceivably, practically the entire retailer could possibly be stuffed right into a Prime Now bag. It’ll embody “the overwhelming majority of issues that folks purchase most often,” Landry stated.

That contains gadgets like contemporary produce, seafood, meat, flowers, baked items, and dairy merchandise.

A transfer like this was anticipated by trade consultants. Buying data shows that Whole Foods’ model is one in all Amazon’s strongest weapons because it tries to take an even bigger piece of the grocery pie. Amazon additionally realigned its Prime Now and Amazon Fresh divisions below the management of Landry on the finish of 2017.

A 2017 Morgan Stanley survey of Prime members reveals that Prime Now grocery orders are up. The financial institution wrote in a notice to traders that 48% of individuals utilizing Prime Now are ordering grocery gadgets with it — greater than they’re ordering extra conventional e-commerce choices. 

The survey was carried out previous to the Whole Foods acquisition’s shut and earlier than its merchandise had been placed on Amazon, so it is attainable that adoption has elevated much more.

It’s tempting to have a look at Prime Now as Amazon’s car for dominating grocery, an space the place it is struggled beforehand. Combining Whole Foods’ nationwide grocery footprint and choice with Prime Now’s supply logistics to supply free, two-hour supply might show an unbeatable mixture.

Some Whole Foods shops already supplied supply by means of a partnership with Instacart. It’s unclear if that partnership will proceed.

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