Amazon to integrate Prime Now services onto its main platform

The Prime Now app and website will be retired worldwide by the end of this year

Whole Foods groceries delivered via Amazon Prime Now                                 

Amazon will cease operating its Prime Now platforms as a separate entity and instead integrate it into the Amazon app and website.

The Prime Now app and website will be retired worldwide by the end of this year, Amazon said.

In a blog post, Stephenie Landry, vice president of grocery at Amazon, said the company was making this move to make its quick delivery of groceries and everyday essentials an “even more seamless” experience for customers and so that they “can shop all Amazon has to offer from one convenient location”.

Consumers will be able to choose two-hour delivery slots via Amazon Fresh, Whole Foods Market or any of its global local stores on the Amazon app and website. 

Amazon said it will be “one convenient app for shopping, tracking orders, and contacting customer service”.

Additionally, any third-party retailers or local stores that were available on the Prime Now app will be moved over to Amazon.

Fast delivery  

Amazon launched Prime Now in 2014, as a service “that would allow customers to get last-minute items in about an hour”.

Applicable to only Prime subscription members, this service would include delivery of items such as books, toys, household essentials and other goods delivered straight to the doorstep in one or two hours.

Prime Now is now available in more than 5,000 cities and towns with free two-hour delivery.

Expanded grocery service

Amazon’s has expanded its grocery services over the years, including the acquisition of upscale supermarket chain Whole Foods for $13.4bn in 2017.

Last year, the company also launched its own chain of Fresh grocery stores.

In the US, it began offering two-hour delivery from Amazon Fresh and Whole Foods on Amazon in 2019.

Additionally, Amazon said it has already shifted Prime Now’s app and website onto Amazon in India, Japan and Singapore.

Further reading: Amazon reportedly in talks to buy MGM movie studio for $9bn

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