Free 2-Hour Delivery by Whole Foods

Amazon as well as Whole Foods announced Thursday which Amazon Prime customers will be able to get free two-hour delivery of groceries as well as “select alcohol” by Whole Foods through Prime right now, the company’s same-day delivery service. The brand-new feature rolls out today in certain neighborhoods in Austin, Cincinnati, Dallas, as well as Virginia Beach as well as will expand across the US which year.

Prime customers who’d like their groceries more quickly can pay $7.99 on orders of $35 or more for one-hour delivery.

“which gives them a big leg up over additional delivery providers which often experience a disconnect between their services as well as the source stores,” said Andrew Park, senior director of consumer experience strategy at the tech company InMoment, in an emailed statement. “Brick-as well as-mortar grocery brands have attempted to launch their own delivery programs, although Prime’s proven ability to execute consistently could be the tipping point to the adoption of online grocery.”

Amazon, which currently claims about 44% of online retail sales, has been adding benefits to raise its subscription base, including in-store discounts at Whole Foods for Prime members. Last month, when which increased its rate for monthly Prime subscribers (the annual rate remained the same at $99), a spokesperson told BuzzFeed News, “The number of items eligible for unlimited Free Two-Day Shipping increased in recent years by 20 million to more than 100 million items.”

Amazon’s announcement can be already wreaking havoc on the grocery industry; shares of grocery chains Kroger as well as Sprouts Farmers Market fell precipitously Thursday morning.

Venessa Wong can be a business reporter for BuzzFeed News as well as can be based in brand-new York. Wong covers the food industry.

Contact Venessa Wong at venessa.wong@buzzfeed.com.

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