Amazon customers in the United States using the company’s super-fast Prime Now delivery service will do so through the main Amazon app by year’s end, the company announced today. (Friday, May 21.)
“Prime Now has become a customer favorite, attracting millions of Prime members around the world with ultrafast delivery of everyday essentials, gifts, toys, high-quality groceries, and more from Amazon and local stores. To make this experience even more seamless for customers, we are moving the experience from a separate Prime Now app onto the Amazon app and website so customers can shop all Amazon has to offer from one convenient location,” Amazon Vice President of Grocery Stephenie Landry wrote in a blog post.
Amazon already moved away from the separate Prime Now app in India, Japan and Singapore, Landry wrote. “Globally, we’ll move our third-party partners and local stores to the Amazon shopping experience before the Prime Now app and website are retired later this year.”
Customers who used the main Amazon web page or app to get two-hour service have provided “overwhelmingly positive” feedback, Landry wrote.
Amazon already began making two-hour delivery from Amazon Fresh and Whole Foods Market available through the main Amazon portals in 2019, Landry noted.
The goal, she wrote, is to provide a “seamless shopping experience with features like the ability to add items to your ultrafast order until until we begin preparing, quick access to your favorites under past purchases, recommendations, and items trending in your area.”
According to PYMNTS research, as of March 2021, Amazon still lagged far behind Walmart in the grocery category even as it caught up in others. In 2020, according to the research, Walmart had 19.2 percent of the U.S. food and beverage market while Amazon had 1.9 percent, or a tenth as much.