Amazon tests grocery for Prime

🛒 Fresh and Prime - Amazon is testing unlimited grocery delivery for its Prime members. For $10 a month, Prime members can get free Amazon Fresh and Whole food deliveries. These also includes 30 minute pick ups for orders above $35.

💵 Too much value - Currently being trialed in Denver, Sacramento, California and Columbus, the move amplifies Prime’s membership benefits. Prime members have enjoyed unlimited free shipping on select items and 2 day delivery for years, and the $10 addition for groceries is well worth it.

🔓️ Still pivoting - Amazon has been wanting to tweak its grocery business for some time now. In October 2023, their threshold for free Fresh grocery delivery went from $150 to $100. In 2021, a $10 service fee was introduced for Prime members for Wholefoods which actually led to a lawsuit.