Amazon and its recently-acquired subsidiary Whole Foods Market are once again raising the bar for retailers.
Starting immediately, Prime customers in neighborhoods of Austin, Cincinnati, Dallas and Virginia Beach can shop through Prime Now for bestselling items including fresh produce, high quality meat and seafood, everyday staples and other locally-sourced items from Whole Foods Market.
Prime Now will offer one- and two-hour delivery of most Whole Foods products.
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The online retailing giant plans to roll out two-hour delivery at the organic grocer this year to those who pay for Amazon's $99-a-year Prime membership.
"We're happy to bring our customers the convenience of free two-hour delivery through Prime Now", Whole Foods CEO John Mackey says in the announcement. But a recent said some Whole Foods employees are complaining about a new inventory management system created to cut down on food waste. An employee will pick the products for a customer's order and pack them in a way that maintains their freshness.
You can expect most (but not all) of the items you'd find in an actual Whole Foods store, including booze. Under his leadership, Prime thrived to become one of the most successful customer loyalty programs anywhere, and added new services like Prime Now, a one-hour delivery option, and Prime Day, Amazon's one-day annual shopping event. One- and two-hour delivery is blazingly quick for grocery delivery, which may convince consumers to give Whole Foods through Prime Now a shot. Or, like, in two hours. Combined with Whole Foods' appeal, that may be enough to get consumers to choose Prime Now for grocery delivery.