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The basics:

• Amazon expands same-day fresh grocery delivery for Prime members
• Service in 1,000+ cities now, reaching 2,300 by year-end
• Free for Prime orders over $25; $2.99 fee under the minimum
• Non-Prime customers can order for $12.99 same-day delivery

Amazon is rolling out an option that allows Prime members to receive dairy, produce, meat, seafood, baked goods and frozen foods within hours of placing an order.

As part of the newly expanded service, Prime members in more than 1,000 cities and towns across the U.S. have access to free same-day delivery on orders of over $25. By the end of the year, the e-commerce giant expects to reach over 2,300 communities, according to a press release.

If an order doesn’t meet the minimum, members can still select same-day delivery for a $2.99 fee. For customers who do not pay $14.99 monthly or $139 annually for a Prime membership, perishable grocery delivery is available for a $12.99 fee – regardless of order size.

One-cart shop

Previously, Prime subscribers’ perishable grocery orders were fulfilled through Amazon Fresh supermarkets or subsidiary Whole Foods Market. But, those customers had to pay an additional $9.99 per month on their membership to receive free delivery on grocery orders of more than $35.

Amazon will now complete those orders via its same-day delivery logistics network, the company said.

They can order milk alongside electronics; oranges, apples, and potatoes with a mystery novel; and frozen pizza at the same time as tools for their next home improvement project …
— Doug Herrington, CEO, Amazon Worldwide Stores

In a statement, Amazon Worldwide Stores CEO Doug Herrington said, “We’re continuously innovating to make grocery shopping simpler, faster, and more affordable for our customers, especially Prime members. By introducing fresh groceries into our Same-Day Delivery service, we’re creating a quick and easy experience for customers.

“They can order milk alongside electronics; oranges, apples, and potatoes with a mystery novel; and frozen pizza at the same time as tools for their next home improvement project—and check out with one cart and have everything delivered to their doorstep within hours.”

Top 10

During a pilot of the service earlier this year in Phoenix, Ariz.; Orlando, Fla., and Kansas City, Mo., Amazon said it found that groceries are becoming a growing area of interest for Prime members.

According to the company, strawberries now consistently knock AirPods out of the top five best sellers of all products sold; while bananas, Honeycrisp apples, limes and avocados round out the 10 most popular perishable grocery items in same-day delivery carts.

Herrington said, “After trying this service for occasional items, customers have discovered how much we’ve simplified online grocery shopping. For example, of course you can order cookware for Same-Day Delivery, but now you can add everything you need alongside it for grandma’s chicken soup recipe – all the fresh veggies, broth, noodles, herbs, chicken, and even bowls to serve it in. Just add what you need in one order and we handle the rest. Customers are enjoying online grocery delivery so much we’re seeing them turn to Amazon Fresh and Whole Foods Market for even more of their grocery needs.”

The rollout comes less than two months after Amazon announced it is investing $4 billion to bring same-day and next-day delivery services to more than 4,000 rural communities in the U.S. by the end of the year. To support faster deliveries, Amazon said it is using artificial intelligence to help predict local customer preferences and stock popular items alongside items targeted for specific communities.

Amazon’s expansion is expected to put pressure on grocery delivery services offered by competitors like Walmart, The Associated Press noted. Walmart’s five-year-old membership offering, Walmart+, costs $98 annually and offers same-day delivery in under three hours.