Amazon may soon compete more directly with Instacart. according to The company has spent most of the past year trying out a product known internally as Amazon Fresh Marketplace. The service allows UK Prime subscribers to order groceries from two major supermarket brands, with same-day delivery by the company’s own Flex drivers. In 2022, Amazon reportedly plans to offer the service to the United States and most of Europe.
Amazon declined to comment on details of its plans but did share a statement with Engadget. “Our focus is on providing Amazon customers with the best possible experience when it comes to grocery delivery, whether it’s from Amazon Fresh, the Whole Foods Market, or one of our local stores such as Bartells in Seattle, Morrison in London or Monoprix in Paris,” a company spokesperson said. “Partnerships with other grocery stores allow more customers to shop online and allow us to provide Amazon Prime members with more choice, value, and convenience while our partners benefit from increased visibility for their selection and service.”
If the service reaches the US, it won’t be Amazon’s first foray into the grocery delivery market. Since 2020, the company has offered through its Flex program. The company has also experimented with food delivery on a larger scale. The most notable example was in 2015 when it launched Amazon Restaurants, allowing Prime members to order food from their favorite local places. In 2019, Amazon made both its restaurants and The Daily Dish, a workplace lunch delivery service it had run for two years.
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