Amazon Debuts New Grocery Concept AmazonFresh Pickup
On Tuesday, Amazon.com launched its new grocery concept, AmazonFresh Pickup — a drive-in grocery delivery service right to your car’s trunk. Shoppers just order online from AmazonFresh’s selection, pick a time slot (as soon as 15 minutes after you make your order), and then drive to an AmazonFresh Pickup location and pull into a parking space, where your groceries will be loaded directly into your car by a service agent within a few minutes. There’s no minimum order price and available items include food like fresh produce and meats and a range of household items. The service is also bundled as a free addition for Prime subscribers, although it's still in beta and only open for Amazon employees at the moment.
Total Retail’s Take: Amazon has been exploring a range of options in an effort to rethink grocery shopping. AmazonFresh Pickup blends traditional grocery shopping with e-commerce, and packages it all in an easy pickup model. Amazon has big plans to grow this program nationwide by eventually offering the service to all Prime members. Grocery is clearly a vertical that Amazon has targeted as a growth opportunity, and AmazonFresh Pickup figures to be a big part of that push.