Not to be outdone by other retailers offering home-grocery delivery, Amazon Tuesday introduced AmazonFresh Pickup, a drive-in-like service in which groceries are delivered to customers’ cars. The service is the latest in a long line of innovations for the online retailer.
To use AmazonFresh Pickup, customers purchase items on their phone or other device from the AmazonFresh online store. Available items range from perishables like fruits, vegetables, meats and cheeses to packaged and dried goods and more. Once they’ve selected their items, customers choose a date and time for pick-up, and then drive to an AmazonFresh Pickup location where a service agent will load bagged groceries into their cars.
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Prime members get free, unlimited pick-up orders, and AmazonFresh members can have their orders as soon as 15 minutes after they are placed. There is no minimum order to use the service.
AmazonFresh Pickup is currently in the testing phase and only available to Amazon employees in Seattle’s SODO and Ballard neighborhoods. Once testing is complete, the service will only be available to Prime members in select cities. Amazon Prime membership costs $99 annually, and Prime members can get AmazonFresh for an additional monthly fee of $14.99.
Amazon recently launched Amazon Go, a grocery store that replaces cashiers and checkout lines with a tracking system that uses sensors, algorithms and cameras to determine what a customer has purchased. According to the Wall Street Journal, Amazon Go was expected to be open to customers in March but was delayed due to technical glitches.
Only time will tell how Amazon will try to reinvent the grocery game next.