Amazon is expanding its grocery services to the masses — well, at least to everyone who has an account with them. Now, non-Prime Members can also get Amazon Fresh groceries delivered or utilize free pickup at all locations.
This expanded access will soon include Amazon-owned Whole Foods Market, with every customer able to choose two-hour delivery from either retailer. The online retailer is also making a play to compete with food delivery on the likes of Uber Eats or GrubHub as Amazon will also now drop off groceries from local shops, even pet food stores.
Of course, Prime Members will still get additional benefits, including free shipping on Amazon Fresh orders over $100. Amazon raised the free delivery threshold to $150 earlier in the year before dropping it to $100 in October. Prime Members also get discounts on items at Amazon Fresh and Whole Foods Market.
Amazon's grocery service has struggled between an unclear strategy and poor sales. Time will tell if expanding its delivery availability will be of any help. The retailer also announced that it has revamped three Los Angeles-based stores to include new products and — the American Dream — a Krispy Kreme donut shop.