Amazon warned late last year that it would eventually require a $299
yearly membership just to use its AmazonFresh grocery delivery service.
So far, tests that would open the door to standard Prime members (who’d
always pay delivery fees) haven’t led to anything concrete. However,
it’s doubtful that Amazon will have a change of heart in the near
future.
- The pricing doesn’t stack up well next to rivals like Instacart,
which both costs less up front ($99 per year) and waives the delivery
fees at a lower threshold ($35).
- The company is one of the old hands in the online grocery delivery
business, and it had a long time to do the math — it’s likely convinced
that an all-encompassing $299 plan is more sustainable than a
groceries-only option.
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