Amazon Expands Fresh Grocery Deliveries to Non-Prime Members

Amazon.com is making Fresh grocery deliveries available to more non-Prime members. In an update on Thursday, Amazon said that it’s expanding the offer to non-Prime subscribers in all U.S. states where Fresh orders are available for delivery and pickup. While Amazon previously only offered Fresh delivery to Prime customers, it opened up the service to non-Prime members in August. At the time, the company only offered deliveries in about a dozen major cities to start, including Dallas, Boston, and San Francisco. While Amazon doesn’t specify where exactly Fresh orders are now available, company spokesperson Kim Kornfeld tells The Verge it’s available “nationwide.” 

Total Retail's Take: Amazon has prioritized the growth of its grocery business over other product categories, which is evident in this latest decision. By making its grocery products available for delivery to non-Prime members, Amazon widens its pool of potential customers, gaining market share in the process. In addition to its brick-and-mortar presence in the grocery sector with its Whole Foods and Fresh store locations, Amazon will now tap into the segment of the market that prefers to order their groceries online and have them delivered to their homes. Furthermore, Amazon will get a chance to reach even more customers when it expands grocery delivery and free pickups for non-Prime members at Whole Foods, which is planned for the near future.