Amazon has announced a new grocery pickup program at Whole Foods, exclusively for Prime members. Starting today, the program is available to shoppers in Sacramento and Virginia Beach with plans to expand. According to an official press release, “Prime members can now shop Whole Foods Market’s selection of fresh and organic produce, bakery, dairy, meat and seafood, floral and everyday staples and pick up their order in as little as 30 minutes, all without leaving their car.” One-hour pickup is free for orders over $35, while a 30-minute pickup requires a $4.99 fee. Some of Whole Foods’ major competitors already offer curbside pickup, including Kroger and Walmart, although they require more lead time.
Because the online grocery market has high potential and is rapidly growing, competition in the grocery delivery space is fierce. In addition to their new curbside pickup, Amazon offers a host of delivery options and benefits to Prime Members on orders from Whole Foods Market, which can be even cheaper than Kroger with Instacart delivery. As a response, Kroger recently announced their own grocery delivery service. Target announced plans to acquire Shipt last December, and quickly began offering same-day delivery on grocery and household products. Walmart offers delivery as well, and with a handful of delivery partners (including Uber), has announced plans to expand its grocery delivery platform to over 800 stores by the end of the year.