Amazon is expanding its Fresh grocery delivery service to shoppers without a Prime membership.
Amazon aims to be the “first choice” for shoppers by opening up its Fresh delivery services to non-members in select cities in select cities. The difference is the cost for the delivery service is higher without Prime.
The move, a first for Amazon, marks a shift for the retail giant, which typically gates many of its services behind a Prime membership. But if the company wants to overtake Walmart as the leading grocer, it will need to expand its customer base. Walmart has started to take on Amazon with its Walmart+ delivery service.
The move, a first for Amazon, marks a shift for the retail giant, which typically gates many of its services behind a Prime membership. But if the company wants to overtake Walmart as the leading grocer, it will need to expand its customer base. Walmart has started to take on Amazon with its Walmart+ delivery service.
“We’re always looking for more ways to make grocery shopping easy, fast, and affordable for all of our customers,” said Claire Peters, worldwide vice president of Amazon Fresh.
Non-Prime members have access to the same items available to Prime members, including private label brands like Aplenty, Fresh, and 365 by Whole Foods Market. The big difference is in price. The big difference is in price. Without a membership, delivery for orders over $100 cost $7.95. Orders between $50 to $100 cost $10.95, while deliveries under $50 cost $13.95. Pick-up orders are free in select cities.
In comparison, Prime members pay $3.95 for orders of $100 to $150, $6.95 for deliveries of $50 to $100, and $9.95 for orders under $50. Members get free delivery on orders over $150.
An Amazon Prime membership costs $14.99, about $2 a month more than a Walmart+ membership, depending on the plan type. Walmart+ offers free delivery on orders over $35.
Delivery services are available to non-Prime members in a dozen metro areas, including Austin, TX, Boston, MA, Charlotte, N.C., Dallas-Fort Worth, TX, Denver, CO, Nashville, TN, Phoenix, AZ, Portland, OR, Richmond, VA, Sacramento, CA, San Diego, CA, and San Francisco, CA.
While Amazon Fresh offers a two-hour delivery window for all eligible orders, customers in some areas can opt for a six-hour timeframe for a reduced fee.
Amazon plans to extend the offer to more cities, although a timeline has not been set.