Amazon announced the launch of its new service called AmazonFresh Pickup, a grocery service that is free for the Prime members with no minimum order – in the hope of minimizing Amazon’s physical retail presence. You simply place your grocery orders online and can have them ready for pickup in just 15 min or more and brought to a customer’s car.
Amazon says that you can buy fresh produce, bread, dairy, and meats at the stores and there’s no order minimum. Your orders will be ready in as much as 15 minutes after being placed. This service is being tested in 2 locations in Seattle, where Amazon is headquartered which are currently open only to Amazon employees at the moment but expected to be ready for customer soon.
Reports of this service dubbed AmazonFresh Pickup, emerged in 2015, when Amazon said it wanted to build physical locations where you could pick up preordered groceries at the store; at the time the proposed location was Sunnyvale, California. In the initial plans, customer would select a pickup time window after placing an order, and they can also swing by to pick them up during that time period.
Lots of major stores already provide curbside pickup — and probably will not be happy to see the Amazon launch. While original FreshDirect and AmazonFresh are popular in places such as New York where a lot of people do not have vehicles, curbside pickup much suits the needs of busy grocery shoppers who have a way to take the groceries home with them.
As for AmazonFresh Pickup, this new service is at a disadvantage to the competitors both from a business perspective and a customer one. For now, Amazon seems stuck in a supermarket no-man’s land. The company may also be considering a home appliance and furniture showroom.