Amazon Fresh is a grocery delivery service available to Amazon Prime members in select cities. Initially launched in Seattle in 2007, the service has expanded to major cities throughout the United States and select cities worldwide. Customers can choose from thousands of items, including produce, meat, seafood, snacks, and household essentials.
They can then schedule a two-hour delivery window, which is free with a minimum purchase. Here we answer some commonly asked questions regarding Amazon Fresh's service, delivery locations, and costs.
- Amazon Fresh is a grocery delivery service available to Prime members in major cities throughout the United States and certain cities worldwide.
- Members receive free two-hour grocery delivery on Amazon Fresh and Whole Foods Market orders that meet the local two-hour delivery threshold.
- Amazon eliminated the $14.99 monthly Fresh membership fee, making it free to eligible Prime members in the United States.
How Does Amazon Fresh Work?
Amazon Fresh and Whole Foods Market deliveries are available for Prime members by invitation only. You can go to Amazon's website and sign up for an invitation with or without a Prime membership. Amazon will contact you once you're able to shop. If you're not already a Prime member, you'll need to sign up in order to purchase through Amazon Fresh.
Using Amazon Fresh is simple. Customers sign in to their Amazon Prime account or use the Fresh app to start shopping. Consumers can choose an attended delivery, where groceries are delivered in plastic bags and must be received by the consumer. Unattended deliveries are dropped off at the customer's doorstep in temperature-controlled tote bags.
You can also use Alexa—Amazon's cloud-based voice service—to help with your shopping. Simply tell Alexa to add whatever you'd like to order to your Fresh cart. According to Amazon, the more you use Alexa to order your groceries the more helpful the system will become as it learns your preferences.
Where Does Amazon Fresh Deliver?
Amazon Fresh is available to Prime members in the following cities: Atlanta, Baltimore, Boston, Chicago, Dallas, Denver, Houston, Indianapolis, Las Vegas, Los Angeles, Miami, Minneapolis, New York, Philadelphia, Phoenix, San Diego, San Francisco, Seattle, and Washington, D.C.
In 2017, Amazon expanded its Fresh service to Germany, delivering in Berlin, Hamburg, Potsdam, and Munich.
The number of paid Amazon Prime members worldwide as of Jan. 2020.
How Much Does Amazon Fresh Cost?
On Oct. 29, 2019, Amazon announced that Amazon Fresh would be free for Prime members in eligible regions of the United States. Prior to the change, Fresh cost $14.99 per month on top of the Prime membership fee.
Amazon eliminated the Amazon Fresh membership fee for Prime members in eligible parts of the United States.
In addition to eliminating the Fresh monthly membership fee in the U.S., Amazon combined the ordering sites for Amazon Fresh and Whole Foods Market, making it easier for customers to place their orders. Prime members also receive free delivery when ordering from Whole Foods.
In Germany, Prime members still have an additional monthly membership fee to use Fresh. However, in October 2019, Amazon reduced the fee for Fresh in Germany from 9.99 euros to 7.99 euros per month. For orders worth less than 40 euros, the delivery fee went from 5.99 euros to 3.99 euros. Prime members in Germany who don't want to sign up for a monthly Fresh membership can still use the service for 5.99 euros per delivery.
History and Competition
Amazon isn't the first company to dream up a fast grocery delivery service. Companies like Webvan and HomeGrocer have been delivering food to hungry customers since the mid-1990s. While both companies are defunct, the demand for home delivery of groceries never truly faded. In fact, most brick-and-mortar grocery stores offer delivery services to their customers, while many other internet grocery businesses have emerged over the years. Three major competitors of Amazon Fresh are Fresh Direct, Peapod, and Instacart.
Founded in 1999, Fresh Direct serves customers in New York City and surrounding areas, a number of counties in New Jersey, the greater Philadelphia area, Delaware, and Washington, D.C. A minimum of $30 is required for all orders. Those in the five boroughs are charged a $5.99 delivery fee. Delivery fees range from $6.99 to $7.99 for people outside these areas. The service also delivers to the Jersey Shore and the Hamptons in the summer season with a $9.99 and $15.99 delivery fee respectively.
Peapod was founded in 1989 and is based in Chicago. It delivers to customers in New England, New Jersey, and New York. The minimum amount to order is $30 and delivery fees vary based on how much a member spends.
- $30 to $75: $9.95
- $75 to $100: $7.95
- $100 or more: $6.95
There is no fee for any pick-up orders.
You can shop using Instacart if you live in about 5,500 cities in the United States and Canada. The company, founded in 2012, is based in San Francisco and is partnered with more than 25,000 retail and grocery stores. Personal shoppers fulfill and deliver orders within your requested time frame.
The first order is always free. You can choose to sign up for Instacart Express, which costs $99 for the full year or $9.99 a month. This option allows you to receive free delivery for orders over $35. Nonmembers pay a $3.99-minimum for orders over $35.
The Bottom Line
Amazon is a successful company that is almost impossible to avoid. With an impressive infrastructure already established throughout America and same-day delivery available in certain markets, it seemed inevitable that Amazon would enter the grocery market. As long as Amazon Fresh has a record of good customer service and the backing of Amazon’s money, it's likely to be around for a long time.