Amazon’s Fresh grocery delivery is now available to non-Prime members in certain US cities, marking a significant shift in accessibility.
- Previously exclusive to Prime members, Amazon Fresh delivery has been extended to non-Prime users in select locations like San Francisco and Boston.
- Delivery fees for non-Prime users vary, starting at $13.95 for orders under $50, with decreased fees for larger orders.
- This move aligns with Amazon’s strategy to remove barriers and expand its grocery offerings to a wider customer base.
- Further changes and expansions in Amazon’s grocery services are anticipated in the coming months as they evaluate customer preferences and economics.
Amazon has broadened its Fresh grocery delivery service to include non-Prime customers in specific US cities, including San Francisco, Boston, Nashville, and Austin. Previously, this service was restricted to subscribers of Amazon’s annual Prime program, priced at $139 per year. By opening up its Fresh delivery to non-Prime users, Amazon aims to enhance accessibility and widen its customer base.
The new delivery fee structure for non-Prime members starts at $13.95 for orders below $50. Orders ranging from $50 to $100 will incur a $10.95 charge, while deliveries over $100 will see a reduced fee of $7.95. This tiered pricing model is designed to encourage larger purchases, offering relative savings as order sizes increase.
Currently, this expansion is limited to certain locations in the United States, and there is no indication if a similar rollout will occur in the UK. Amazon has expressed intentions to further develop its grocery services by potentially offering nationwide delivery to non-Prime members, including offerings from Whole Foods and other grocery partners.
Earlier this year, Amazon Fresh introduced a payment option via card in its stores, an alternative to its Just Walk Out technology previously available in the UK. This change reflects Amazon’s ongoing efforts to enhance customer experience by providing more convenient shopping options.
In a statement by Amazon Fresh CEO, Andy Jassy, the company plans to pause the expansion of its Fresh and Go stores until a more viable and economically favorable format is determined. Last month, Amazon closed three Fresh convenience stores in London as part of this strategic reassessment.
Amazon’s strategic move to open Fresh delivery to non-Prime users marks a deliberate effort to broaden its market reach and adapt its offerings to customer needs.
