Amazon has announced its online grocery delivery and pickup services are now available to non-Prime members throughout the U.S. through Amazon Fresh and will soon expand to markets where Whole Foods operates.
This follows a pilot program launched this summer that offered Amazon Fresh delivery and fee-free pickup to non-Prime members in a dozen markets.
Amazon had offered online grocery delivery and pickup as a major reward for its millions of Prime members. It was a tactic aimed at keeping these members engaged and enticing non-users to sign up.
But with its Amazon Fresh delivery expansion in August of this year and now this latest move to nationwide availability, Amazon is demonstrating it is focused on motivating as many shoppers as it can to use its omnichannel grocery services.
Amazon Fresh delivery is currently available in most major U.S. metropolitan markets and pickup is available from the brand’s 44 grocery stores. Once integrated with Whole Foods stores, shoppers without a Prime membership in more than 3,500 towns and cities across the U.S. will have access to delivery and pickup via Amazon, the company said.
Amazon Fresh shoppers without Prime memberships pay grocery delivery fees ranging from $4.95 to $13.95 depending on the basket size and delivery window they select. Prime members pay $4 less across this range and get free delivery on orders over $100.