How Amazon Fresh works

Amazon Fresh is a grocery delivery service available to Amazon Prime members in select cities. Launched in Seattle in 2007, the service has expanded to major cities in the United States and select cities around the world. Customers can choose from thousands of items, including produce, meats, seafood, snacks, and household essentials.

They can then schedule a two-hour delivery window, which is free with a $ 50 minimum purchase. Here we answer some frequently asked questions about Amazon Fresh’s service, delivery locations, and costs.

Key takeaways

  • Amazon Fresh is a grocery delivery service available to Amazon Prime members in major cities in the United States and in select cities around the world.
  • Members receive free two-hour grocery delivery on Amazon Fresh and Whole Foods Market orders that meet the minimum purchase threshold.
  • Amazon Fresh is free for eligible Prime members in the United States.
  • Fresh Direct and Instacart are two competitors to Amazon Fresh.

How does Amazon Fresh work?

Amazon Fresh and Whole Foods Market deliveries are available for both the free trial and paid Amazon Prime members.

Using Amazon Fresh is simple. Customers log into their Amazon Prime account or use the Fresh app to start shopping. They can choose unattended or attended delivery, and also designate a delivery time interval. With attended delivery, the groceries are delivered in plastic bags and someone must be there to receive them. Unattended deliveries are left at the customer’s door in temperature-controlled carry-on bags.

You can also use Alexa, Amazon’s cloud-based voice service, to help you with your purchases. Just tell Alexa to add whatever you want to order to your Fresh cart. According to Amazon, the more you use Alexa to order your groceries, the more useful the system will be as it learns your preferences.

Where does Amazon Fresh deliver?

Amazon Fresh is available to Prime members in the following cities: Atlanta, Baltimore, Boston, Chicago, Dallas, Denver, Houston, Indianapolis, Las Vegas, Los Angeles, Miami, Minneapolis, New York, Philadelphia, Phoenix, San Diego, San Francisco , Seattle and Washington, DC

In 2016, Amazon Fresh became available in London, and in 2017, Amazon expanded its Fresh service to Germany, delivering in Berlin, Hamburg, Potsdam and Munich.

200 million

The number of paid Amazon Prime members worldwide as of Spring 2021. 153 million are in the US alone.

How much does Amazon Fresh cost?

On October 29, 2019, Amazon announced that Amazon Fresh would be free to Prime members in eligible regions of the United States. Before the change, Fresh was $ 14.99 per month in addition to the Prime membership fee.

Amazon Fresh should not be confused with the grocery and gourmet food section of Although it often carries the same or similar items, the latter represents a variety of different sellers, and buying products from it is like any Amazon purchase. Delivery times will vary and some providers offer free shipping to Prime members, while others do not.

In addition to eliminating the monthly membership fee for Fresh in the US, Amazon combined the ordering sites for Amazon Fresh and Whole Foods Market, the supermarket chain it acquired in 2017. Prime members also receive free delivery when ordering. to Whole Foods.

In Germany, Prime members still have an additional monthly membership fee to use Fresh. However, in October 2019, Amazon lowered Fresh’s fee in Germany from € 9.99 to € 7.99 per month. For orders less than 40 euros, the shipping fee went from 5.99 euros to 3.99 euros. Prime members in Germany who do not want to sign up for a monthly Fresh membership can still use the service for € 5.99 per delivery.

History and competition

Amazon isn’t the first company to dream of a fast grocery delivery service. Companies like Webvan and HomeGrocer began delivering food to hungry customers in the mid-1990s. While both companies have disappeared, the demand for grocery home delivery never really waned. In fact, most traditional supermarket chains, such as Stop & Shop and Giant Foods, offer e-commerce and delivery services to their customers, while many other online grocery businesses have sprung up over the years.

Fresh Direct

Founded in 1999, Fresh Direct serves customers in New York City and surrounding areas, multiple counties in New Jersey, the greater Philadelphia area, Delaware, and Washington, DC A minimum of $ 30 is required for all orders. Those in the five boroughs of New York City pay a shipping fee of $ 5.99. Shipping rates range from $ 6.99 to $ 7.99 for people outside of these areas. The service also ships to the Jersey Shore and the Hamptons in the summer season with a shipping fee of $ 9.99 and $ 15.99, respectively.


You can shop with Instacart if you live in about 5,500 cities in the United States and Canada. Founded in 2012, the company is based in San Francisco and is associated with more than 40,000 grocery and retail stores. Personal shoppers complete and deliver orders within the requested time frame.

The first order is always free. You can choose to sign up for Instacart Express, which costs $ 99 for a full year or $ 9.99 per month. This option allows you to receive free shipping for orders over $ 35.

Non-members pay a minimum of $ 3.99 for orders over $ 35.

The bottom line

With an impressive infrastructure already in place across the United States and same-day delivery available in select markets, it seemed inevitable that Amazon would enter the grocery market. As long as Amazon Fresh has a record of good customer service and backed by Amazon money, it will likely be around for a long time.

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About the author

Mark Holland

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