Amazon offering free 2-hour Whole Foods delivery for Prime customers

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According to Business Insider, Whole Foods employees are showing signs of wear and tear while trying to wrap their heads around the new inventory management system. Well, it appears that Amazon has fully embraced the supermarket chain as part of its identity by making goods available for purchase via its Prime Now service.

DISCUSSION QUESTIONS: What will the addition of Whole Foods to the Prime Now program mean for Amazon and the grocery chain? Walmart is No. 1, followed by Kroger, Costco and Albertsons. The service also covers select alcohol, albeit not all alcoholic beverages will be available for delivery.

Less than a year later, Amazon is just starting to give customers and competitors a taste of what it may do. The integration also incentivizes Prime further, as Amazon pushes heavily for users to take up the annual subscription service which includes discounts on the online store as well as music and video streaming services. Food Dive has reached out to Amazon for clarification.

Online-to-home grocery delivery is nothing new. Instacart brought hundreds of grocery retailers online, and they have managed to do it successfully. The two-hour delivery implies no costs while the one-hour delivery costs $7.99 on order higher than $35. "Together, we have already lowered prices on many items, and this offering makes Prime customers' lives even easier".

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Amazon lowered its prices on certain items at its 457 Whole Foods Markets locations in the US following the closing of the deal last summer. The company plans to expand the service nationwide this year.

"We expect the entire Whole Foods network to ramp up for delivery in due course, as well", he said. So delivering Whole Foods makes sense since the majority of the infrastructure is already in place. This makes a lot of sense when you think that Amazon accounts for 37% of all online retail sales in the United Kingdom and 57% in America. The 365 Everyday Value items at Whole Foods are now the second leading private label brand for Amazon.

The catch is you have to pay for Amazon's $99-a-year Prime membership to get your favorite hummus, kombucha or pre-peeled oranges to your door.