Amazon and Whole Foods Start Rolling Out Two Hour Delivery

Dallas and Austin first with Amazon Prime Now deliveries from Whole Foods stores

Not every item in Whole Foods stores will be available for Prime Now delivery, Landry said.

Amazon is now making it pretty easy for some of its customers to get their groceries. Of the 27 current and recently departed Whole Foods workers interviewed, many see the system as punitive and believe that employees are forced to focus on paperwork at the expense of satisfying consumers. Walmart, the country's largest grocer, has aggressively expanded its buy-online-pick-up-in-store option throughout the country and is eyeing same-day deliveries in NY. Instacart brought hundreds of grocery retailers online, and they have managed to do it successfully. The service offers products from high end brands like Acme Bread and Cowgirl Creamery as well, and touts 30-minute delivery compared to most other competitors' two hour window.

If people want food faster, Amazon will deliver groceries within one-hour for $7.99. Aldi, Albertsons, Costco, Tom Thumb, Market Street and Kroger all have grocery pickup or delivery options.

Amazon is now locked in a race with Apple to become the first trillion dollar company, after the Seattle company more than doubled its profits year-on-year between September and December 2017, rising to $1.9bn. In the RetailWire discussion, Jason Goldberg, SVP of Commerce and Content Practice at SapientRazorfish, asked various questions regarding the future of the Whole Foods/Prime Now integration, with one being: "Can Amazon profitably do this for most rural markets?" For one, grocery stores aren't warehouses, so it often takes reconfiguring to efficiently find and package fresh food for delivery.

Amazon shook the grocery world previous year when they bought out Whole Foods for $13.7 billion.

Barclays analysts, meanwhile, have closely followed Whole Foods in-store developments. Customers will also be able to "add to cart" things like Whole Foods 365 products, flowers, and alcohol.

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The pickers will not certainly be Whole Foods workers. They've been less than impressed with the chain's recent out-of-stock issues and price promotions, but have maintained that once Amazon begins integrating store delivery and other services, it will become a major threat.

Those pickers will not necessarily be Whole Foods staffers.

"This is where we're starting", Stephenie Landry, vice president of Prime Now, told the Seattle Times. Amazon recommends a price, usually $5.

The orders will then be given off to Amazon Flex delivery operators. These are Uber-like contract drivers who sign on for individual Amazon delivery shifts using their own cars but Amazon's routing app.

The company announced Thursday that it will start delivering Whole Foods groceries using its Prime Now delivery service.

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