Amazon has opened its latest grocery initiative, which takes a direct hit at the “click and collect” pickup services that more and more supermarket retailers are offering.
AmazonFresh Pickup is a drive-by grocery delivery service that allows Amazon Prime members to order groceries online and pick them up in as little as 15 minutes. The fledgling concept, which has opened two locations in Seattle, is still in a beta mode and open to Amazon employees. (Amazon is using the same strategy for its convenience store concept, Amazon Go.)
Here’s how the new service works: Shoppers order online from AmazonFresh’s selection, which features “thousands of grocery items available at low prices — including high-quality meats, fresh produce, bread, dairy, household essentials and more,” according to the company’s website.
After ordering, they reserve a pick-up time (starting at 15 minutes after the order is placed) and drive to the selected Pickup location. Shoppers pull into a parking space, and Amazon employees load the groceries directly into the customers’ cars.
“AmazonFresh Pickup is a fast and easy way to order groceries, pick them up, and be on your way in minutes,” Amazon says in an FAQ. “Whether you’re shopping for your weekly groceries or picking up a last-minute item, we have thousands of grocery items available at low prices — including high-quality meats, fresh produce, bread, dairy, household essentials and more.”
The service is free and exclusive to Amazon Prime members, unlike the company’s AmazonFresh delivery service, which costs $14.99 per month. There is no minimum order.