Amazon announced it will now provide grocery delivery and free pickup services to non-Prime members nationwide. The service will be available through Amazon Fresh.

Amazon Fresh currently operates in most major US metropolitan markets. The shift extends beyond just the Amazon Fresh brand, though. It encompasses Whole Foods Market as well.

This move comes after the successful launch of its pilot program earlier this summer in a dozen markets. Customers can expect access to pickup and delivery services in more than 3,500 cities across the United States.

The e-commerce giant used to offer online grocery exclusively to its Prime subscribers. Now, it breaks away from this strategy to encourage more customers to use the omnichannel grocery services.

Non-Prime members will pay delivery fees ranging from $4.95 to $13.95. The delivery fee depends on the basket size and chosen delivery window. Prime members will pay approximately $4 less or get free delivery for purchases over $100.

The expansion of Amazon’s groceries hasn't always gone according to plan, though. In February 2023, the company closed some of its Amazon Fresh stores. The reasons were a lack of clear differentiation and strong competition.

As a result, the e-commerce giant is adapting its strategy. The recent adjustments include lowering the threshold for free delivery from $150 to $100. The company is also exploring ways to integrate products from Amazon.com, Whole Foods, and Amazon Fresh into a single order. 

Last but not least, the company is looking for ways to improve the in-store shopping experience.

Beyond its own offerings, Amazon is fostering partnerships with other grocery retailers. Some of these retailers are Bristol Farms, Cardenas Markets, Save Mart, and Weis Markets.

The latest announcement positions Amazon as a much more accessible online grocery destination. The strategic move aims to bridge the gap between its diverse grocery brands. Another goal is to simplify the shopping experience for consumers.

As the company continues to refine its grocery services, we’re about to see the impact on consumer behavior and the grocery market.