Amazon Fresh grocery delivery now available to non-Prime members

Amazon is expanding its Fresh grocery delivery service to non-Prime members in select U.S. cities.

Residents of twelve cities, including San Francisco, Boston, Nashville, and Austin, will now have access to the service. The delivery fees for non-Prime members will vary based on the order amount, with a charge of $13.95 for orders under $50, $10.95 for orders between $50 and $100, and $7.95 for orders over $100.

Previously, only Amazon Prime subscribers, who pay an annual fee of $139, could utilize the Fresh grocery service.

Amazon entered the online grocery market in 2007 with the launch of Fresh. The company has since invested in the grocery industry, acquiring Whole Foods for $13.7 billion and operating Fresh supermarkets and Go cashierless convenience stores.

However, integrating Fresh and Whole Foods has been challenging, prompting CEO Andy Jassy to announce store closures and reassess the company’s expansion plans. Amazon also recently implemented delivery fees for Fresh orders under $150, removing the previous perk of free delivery for Prime members on orders over $35.

Looking ahead, Amazon plans to make further changes to its grocery business. It aims to expand Fresh delivery for non-Prime members nationwide and include products from Whole Foods and other grocery stores. The company also intends to improve the online shopping experience, addressing customer complaints about the disjointed nature of Whole Foods and Fresh offerings.

In addition, Amazon has unveiled a revamped format for its Fresh stores, starting with a location in Oak Law, Illinois. The updated stores feature an in-store Krispy Kreme kiosk and a wider selection of products, addressing customer feedback about the previous stale and impersonal atmosphere.