Amazon adds grocery delivery for non-members; more store openings in the works

Amazon’s grocery strategy continues to evolve as the company releases a new perk regarding grocery delivery and pickup, and reverses course on plans for current and new brick-and-mortar locations.

Starting immediately, shoppers who are not Amazon Prime members will now be able to take advantage of free grocery delivery and pickup in certain U.S. cities where Amazon Fresh is available.

Claire Peters, vice president of Amazon Fresh, said soon the service will also include areas where there is a Whole Foods.

In addition, non-Prime members can order from a variety of local grocery and specialty retailers on Amazon.com like Bristol Farms, Cardenas Markets, Pet Food Express, Weis Markets, and Save Mart.

It’s the latest in what has been a long line of changes and updates as Amazon tries to establish its grip in the grocery market.

Amazon will also be upgrading more brick-and-mortar stores. Two Amazon Fresh stores were redesigned in Chicago earlier in the year, and there are now plans for work to be done at three Fresh locations around the Los Angeles area in Pasadena, Irvine, and Woodland Hills.

The stores will have over 2,000 national and private label brands, a Krispy Kreme Doughnut shop, smart grocery carts (Dash Carts), and more self-checkout options.

Related:Amazon to close apparel stores to focus on ‘growing grocery’

Following a moratorium on Amazon Fresh growth, the company has picked back up on its growth strategy with the rollout of new Amazon Fresh and Whole Foods stores in 2024, reports Crains Chicago Business.

The Seattle-based company first offered free grocery delivery to non-Prime members back in August, and in October a leaked memo indicated Amazon was going to lower the threshold for free grocery delivery for Prime members.

Prime members had to spend $150 to receive their Amazon groceries delivered at no charge, but that threshold was set to change to $100.

Amazon has opened 60 new grocery locations, including one entirely devoted to filling online orders known as a “dark store,” and is also planning to combine its ecommerce supermarket brands (Amazon Fresh, Whole Foods, Amazon.com) into one single online cart.