Amazon is making its “Prime Now” app dedicated to fast product ordering and delivery part of its overall Amazon website and app.
The move comes as Amazon continues to expand its delivery ecosystem across the Triangle and North Carolina with multiple warehouses and delivery substations.
“Amazon’s ultrafast shopping experience is moving exclusively onto the Amazon app and website so customers can shop all Amazon has to offer from one convenient location,” wrote Stephenie Landry, vice president of grocery at Amazon.
“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. Whether it’s two-hour delivery from Amazon Fresh, Whole Foods Market, or one of our local stores like Bartell’s in Seattle, Morrisons in Leeds, or Monoprix in Paris, Prime members will find what they need alongside the millions of items available on Amazon. Now that the Prime Now experience has a new home on Amazon, we will retire the Prime Now app and website worldwide by the end of this year.”
Customers will still have the option to order delivery in two hours on Amazon’s site through Amazon Fresh, which is delivered from Amazon warehouses, and from Whole Foods stores. Amazon purchased Whole Foods in 2017.
Amazon launched its Prime Now app and website in 2014 for speedy deliveries on groceries, household essentials and other items. Amazon also offers one-hour delivery on some items with Prime Now.
Amazon has made other changes in recent months to simplify its delivery offerings for customers. Earlier this year, Amazon ended its Prime Pantry delivery subscription service for non-perishable items and moved the items to the main site.
Separately, Amazon is opening new Amazon Fresh grocery stores as it attempts to expand in the grocery industry.
Amazon has opened about a dozen Fresh locations around the United States over the past year, and it says it has plans to open four more stores. Grocery analysts say dozens more could be on deck.
Amazon accounted for 2.8% of the $1.4 trillion grocery market in 2020, UBS analyst Michael Lasser estimated in a research report this month. Lasser expects Amazon’s grocery market share to grow to 5.7% by 2025.
(CNN contributed to this report.)
