In an effort to boost its grocery sales, Amazon is offering free grocery delivery to its Prime subscribers.
Qualified customers will no longer be charged a monthly fee of $14.99 for Amazon Fresh grocery delivery. The online retail giant announced earlier this week that it’s making its one to two-hour delivery service free in 2,000 cities where Amazon Fresh is available.
Only Prime members who have previously purchased goods from Amazon Fresh are eligible for the free delivery service. Those who haven’t yet will have to register and wait for an invitation to be part of the program.
Aside from this, Amazon has also made Whole Foods available to customers on the Amazon site and app.
“Prime members love the convenience of free grocery delivery on Amazon, which is why we’ve made Amazon Fresh a free benefit of Prime, saving customers $14.99 per month. Grocery delivery is one of the fastest growing businesses at Amazon, and we think this will be one of the most-loved Prime benefits.” – Stephenie Landry, Vice President of Grocery Delivery, Amazon
The ever-changing fees of Amazon Fresh
Amazon’s grocery arm has been charging its customers $14.99 per month since 2016, apart from the annual Prime membership fee of $119.
Prior to that, Amazon Fresh would cost $99 per year including delivery fees and then it swelled to $299 a year plus delivery fees.
Considering the tight race it’s facing with other retailers, such as Walmart and Target, which are also offering free grocery delivery, Amazon is left with no other choice but to join the bandwagon or lose customers.
On the run up to Christmas this year, it will be great timing to see how much of an impact this update will have and will it eat into Walmart and Target’s customer base.
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