Amazon adds free two-hour Whole Foods delivery to Prime benefits

Amazon adds free two-hour Whole Foods delivery to Prime benefits

When we heard that Amazon had bought Whole Foods and was integrating the chain into its business, we were left with some questions as to how exactly will Amazon make it work.

Amazon announced on Thursday that it will begin delivering groceries from Whole Foods Market through Prime Now in four United States cities today. The service debuted in Austin, Cincinnati, Dallas and Virginia Beach.

While this new service is likely to delight Amazon Prime customers craving some Whole Foods goodness, it's not the only way to have groceries delivered straight to your door. So-called "ultra-fast delivery" within one hour costs $7.99 on orders of $35 or more and all deliveries are available from 8 a.m.to 10 p.m. Prime members will have whatever their hearts desire free of delivery charges within two hours of placing their orders. Amazon says it plans to expand across the USA to more locations throughout the year. Amazon plans to expand it across the country later this year.

Prime Now offers things like groceries and household items which are commonly needed but annoying to make a special trip for. Buying data shows that Whole Foods' brand is one of Amazon's strongest weapons as it tries to take a bigger piece of the grocery pie.

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In addition, Amazon discounted the price of some of the items at the 457 Whole Foods Stores after the acquisition.

Of course, non-Prime members are left out on this new service, which shouldn't be a major shock to anyone familiar with Amazon. The service applies to all fresh and grocery products available in Whole Foods' stores, along with select alcoholic beverages. Select alcohol is also available. Both companies have targeted consumers in Texas, the home turf of Whole Foods. It will be interesting to see how the sales generated by this ad campaign feed into the increased volume of sales generated by customers now ordering Whole Foods groceries through Amazon Prime.

"This is where we're starting", Stephenie Landry, vice president of Prime Now, told the Seattle Times.

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