There are quite a few start-ups offering in-store pickup for grocery orders, not to mention some grocery stores themselves, and they're likely all quivering in their boots now that Amazon has started moving in on their turf.
With an initial rollout at just two locations in Seattle, Amazon Fresh's pickup service is starting off slow, and the program is only open to Prime members. But its convenience is hard to pass up: you can order from a selection of thousands of grocery items on your computer or phone, including fresh fruits and meat, and an Amazon associate will load them into your car when you pull into the pickup area at the time you schedule when you place your order.
Amazon has been testing the concept at the two Seattle locations (one in SODO, the other in Ballard) for the past few months, using its employees as guinea pigs. The company still hasn't announced which locations beyond Seattle will get the service.
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Amazon has also offered fresh grocery delivery in many urban areas for several years. The difference with the pickup service is that there are no minimum orders or additional fees, although you might want to tip the person who loads the groceries into your car.
Speaking of cars, it's clear that suburbanites and dwellers of mid-sized, car-oriented cities are Amazon's target market for the pickup service. Besides the convenience of not having to park your car and then roam the aisles of your local supermarket, Amazon is also betting that Prime members, who already pay a yearly or monthly fee, will be more likely to use the service if there are no additional costs attached.
Meanwhile, if you don't have a car, you can still schedule a pickup time and collect your groceries by walking into the pickup point's reception area.
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Once you get it set up, you'll be able to ask Alexa to navigate, play, pause, fast forward, rewind, and search content based on channel, title, actor, or genre.
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