Amazon introduces free Whole Foods grocery delivery for Prime members

Posted February 09, 2018

Buying data shows that Whole Foods' brand is one of Amazon's strongest weapons as it tries to take a bigger piece of the grocery pie.

Amazon has announced today that it will be in charge of delivering Whole Foods groceries.

Prime customers can shop thousands of Whole Foods items, including fresh and organic produce, bakery, dairy, meat, seafood, floral and everyday grocery staples. The reality was, for the last five years, that's what we have done.

Deliveries are available daily 8 a.m.to 10 p.m.

Amazon launches free Whole Food deliveries in four cities.

"There are always going to be people who want their bananas a little green", he said. Of the 27 current and recently departed Whole Foods workers interviewed, many see the system as punitive and believe that employees are forced to focus on paperwork at the expense of satisfying consumers. She worries about the possible mishaps: "Maybe the bananas are bruised or the cookies are all broken up, and you can't really complain because you asked for it".

An ultra-fast delivery within one hour is available for $7.99 (£5.69) on orders of more than $35 (£24.91). Getting those customers to link Amazon and groceries could further tie it into the nation's shopping habits and give it a bigger chunk of the more than $600 billion USA grocery market. It plans to expand delivery across the United States later this year.

Several traditional supermarket operators are also upping their game in the online shopping business.

Maggie Anderson, 38, a therapist in Cincinnati, said she has tried it at Remke, a regional chain. Since then, the companies have introduced Amazon lockers in Whole Foods Market stores.

Customers must be members of Amazon's $99 yearly subscription Prime service to get the speedy deliveries.

The announcement gives Amazon yet another way to get groceries to customer's doorsteps. Prices for items ordered through Prime Now may differ from those in Whole Foods' stores.

The initially-small foray into same-day delivery is just the beginning of what Moody's lead retail analyst Charlie O'Shea calls "unlocking" of the real value of the Whole Foods acquisition.

"When Amazon bought Whole Foods, what they did was they sent the signal to the entire grocery/retail landscape that Amazon was coming", Instacart CEO Apoorva Mehta said at the GeekWire Summit in October. How quickly do you expect Amazon and Whole Foods to roll out this option and what will it mean for competitors of the two companies?