Amazon has opened up Fresh grocery delivery to non-Prime members in selected U.S. cities, whereas previously it was only available to users of its $139-a-year Prime service. This is part of CEO Andy Jassy's initiative to reassess costs throughout the corporation.
Amazon has extended its Fresh grocery delivery service to non-Prime members in select U.S. cities, such as San Francisco, Boston, Nashville, and Austin. For orders under $50, customers will be charged a delivery fee of $13.95, $10.95 for orders between $50 and $100, while orders over $100 will incur a $7.95 fee. Originally only available to Prime members, Fresh was introduced by Amazon in 2007. A decade later, Amazon acquired Whole Foods for $13.7 billion before launching a chain of Fresh supermarkets and Go cashier-less convenience stores. However, the company has recently closed some Fresh and Go stores as part of a company-wide expense review, and they have removed an earlier perk that guaranteed Prime members free delivery on orders over $35. Additionally, Amazon intends to announce more changes to its grocery business in the coming months, including a nationwide roll-out of Fresh delivery for non-Prime members, as well as products from Whole Foods and other grocers. To improve customer experience, Amazon also plans to unify the Whole Foods and Fresh online shopping experience. Finally, a new format for Fresh stores has been launched in Oak Lawn, Illinois, which features an in-store Krispy Kreme kiosk and an expanded selection of products.
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