Amazon Fresh is one of Amazon’s fastest-growing services, but its lack of accessibility for third-party vendors can make it seem like a black box. Here’s everything you need to know about Amazon Fresh in 2020.
What is Amazon Fresh?
Amazon Fresh is Amazon’s grocery delivery service. Amazon Fresh offers free grocery delivery to Prime members in select regions on Amazon Fresh orders that meet the local free delivery threshold (typically $35).
With Amazon Fresh, shoppers fill up their carts on Amazon, then select a 2-hour delivery window. A trained Amazon shopper will pick up and deliver the selected items.
Amazon Fresh is available in about 21 different metro areas, including Las Vegas, Atlanta, Baltimore, Boston, Chicago, Dallas, Denver, Los Angeles, Miami, New York, Philadelphia, San Diego, San Francisco, Seattle, and Washington, D.C.
Amazon Fresh offers over 500,000 items in the following categories:
- Food: Produce, dairy, meats, seafood, bread, beverages, snacks, and prepared foods.
- Local and seasonal: Locally-grown produce, honey, and dairy.
- Personal care: Cosmetics, hygiene products, baby products, skincare, toiletries.
Amazon Fresh and other online grocery delivery services have been in higher demand than ever during the COVID-19 pandemic. According to Statista, 21% of US shoppers have moved to online groceries as a result of the coronavirus outbreak. Many services, Amazon included, have begun offering contactless delivery during the pandemic.
Amazon Fresh is now free for Prime users
Last fall, Amazon made Amazon Fresh free for Prime members.
“Prime members love the convenience of free grocery delivery on Amazon, which is why we’ve made Amazon Fresh a free benefit of Prime, saving customers $14.99 per month,” Stephenie Landry, VP of Grocery Delivery, said in a statement.
“Grocery delivery is one of the fastest-growing businesses at Amazon, and we think this will be one of the most-loved Prime benefits.”
This change means that brands currently selling through Whole Foods Market have even greater access to Amazon Prime customers who are willing to pay premium prices for premium products and services. This access can also increase a brand’s potential exposure to new markets and audiences.
Selling on Amazon Fresh
Back in 2018, Amazon Fresh made the major decision to drop third-party vendors from its inventory, likely prompted by Amazon’s purchase of Whole Foods just the year before, as many of the groceries delivered through Amazon Fresh include Whole Foods private-label goods.
Amazon Fresh remains closed to third-party sellers, who are included in the program on an invite-only basis. However, brands carried by Whole Foods are eligible for entry.
Amazon Fresh advertising on Sponsored Products
For brands whose products are still available via Amazon Fresh, as of March 2019, Amazon Fresh ASINs can now be promoted using Sponsored Product ads, making it easier for shoppers to find your shelf-stable, refrigerated, and frozen products.
Amazon Sponsored Products ads continue to be one of the most powerful tools for driving discoverability and incremental sales for Amazon sellers. Advertisers to create campaigns for all Fresh ASINs, including perishable ASINs, and enables ads for ASINs with a Fresh offer to be shown in the Amazon Fresh program experience.
The feature is automatically enabled for new and existing Sponsored Product campaigns. If you have a Sponsored Products campaign running that features an ASIN with multiple offers, the Fresh offer is now eligible for display.
Amazon Fresh grocery store now open
Amazon recently announced the opening of its first Amazon Fresh grocery store in Woodland Hills, California. In late August, Amazon sent invites to select customers in Woodland Hills, California to shop the store before it opens widely to the public.
The Amazon Fresh grocery store is a new grocery store designed from the ground up to offer a seamless grocery shopping experience, whether customers are shopping in-store or online.
Amazon Fresh grocery stores will offer shoppers a wide assortment of national brands, produce, meat, seafood, and prepared foods.
Customers can also shop a wide assortment of conventional products, as well as organic products from the 365 by Whole Foods Market brand. Amazon Fresh grocery stores will also offer local brands, regional favorites, and Amazon-exclusive brands.
While the Woodland Hills Amazon Fresh grocery store just opened, Amazon Fresh store associates offered online grocery delivery out of the store throughout the COVID-19 pandemic. “I’m so proud and humbled by our store associates and the work they’ve done — and continue to do — to support the community during this tough time,” says Jeff Helbling, Vice President of Amazon Fresh stores.
The store will open to the public in the coming weeks with COVID-19 safety measures in place.