Amazon Launches Free 2-Hour Whole Foods Delivery for Prime Customers

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Amazon announced on Thursday that it will begin delivering groceries from Whole Foods Market through Prime Now in four U.S. cities today.

Customers can order "fresh produce, high quality meat and seafood, everyday staples and other locally sourced items from Whole Foods Market" using a mobile Prime Now application from Amazon. According to Amazon VP Stephenie Landry, "the vast majority" of Whole Foods' inventory will be available for home delivery "though not every item".

Amazon announced it was buying the chain in June previous year for $13.7bn (£9.86bn), and the merger was approved in August.

Not only does this new integration further blur the line between Whole Foods and Amazon's own grocery service, Amazon Fresh, but it gives Whole Foods customers another way to order food online and get it delivered quickly.

Amazon has brought two-hour delivery to Whole Foods.

As well as Walmart and Kroger, these retailers include Sprouts Farmers Market, which already works with Amazon in some markets to offer fast delivery.

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"Today's announcement shouldn't come as a surprise, as it's the most logical step following the company's acquisition of Whole Foods and the next step in connecting its grocery offering". AMZN also notes that select alcohols are also available for free two-hour delivery.

Two-hour delivery is free for Amazon Prime members, who pay $99 per year for access to the free shipping and rewards program. "It's much more expensive to make one delivery at a time, and hard to believe Amazon is going to subsidize those costs forever". During the holiday season, Amazon even came up with pop-up stores at Whole Foods locations to offer customers an experience of the devices and learn more about Prime.

Currently, Whole Foods uses Instacart for its deliveries in select cities.

Consumers are increasingly turning to apps and online options to facilitate grocery deliveries, rather than making a trip to the supermarket.

Barclays analysts, meanwhile, have closely followed Whole Foods in-store developments.