It was only a matter of time before Amazon tried to take a stranglehold on the recent grocery delivery trend, and they just made a move that other grocery outlets would have to think long and hard before even considering.
Amazon is now adding free "Ultrafast" grocery delivery for its Prime members.
The "Ultrafast" perk, which promises 2-hour grocery delivery from Amazon "Fresh" or a Whole Foods Market, used to have a $14.99/month fee attached to it.
That means if you're trying to grab a carton of eggs, some fresh seafood, or even just snacks, you can do so on Amazon without worrying about paying an additional delivery fee.
Big player supermarkets that offer delivery, currently do so with fees attached, so Amazon's ability to forego the extra cost offers consumer a potentially more cost effective alternative when doing their online grocery shopping.
As of now, the delivery is only available in a little over 2,000 U.S. cities and towns, but based on location, Amazon will let you know if you are within the eligible distance for their grocery delivery service.
For those unfamiliar with Amazon Prime, it is subscription-based membership that not only provides 2-day shipping on orders, but access to perks such as Amazon Prime Video (Their Netflix equivalent), Amazon Drive (for file storage), and now this free grocery delivery perk.
From the moment Amazon bought Whole Foods in 2017, you kind of knew they were going to turn the grocery industry on its head, and it has been evident with huge supermarkets such as Walmart and Kroger joining the online grocery delivery train of late.
It is likely Amazon is just getting started, so sit back and watch as they slowly continue their goal of world domination.