Amazon has announced two grocery pickup locations that are free for Prime members – Recode (Mar 28, 2017)
These stores have been in the works for a while, and launch has felt imminent as people have spotted signs going up and other indications that they would be opening soon. So I’d take with a pinch of salt the slightly cynical take here that this announcement was a response to the negative Amazon Go story from yesterday. However, it is worth noting that these stores are opening to employees only for now, apparently with no set timeframe for public launch, though the pricing model is already clear: Prime subscribers get to use the service and these locations at no additional cost, versus the additional monthly fee Prime subscribers have to pay for Fresh delivery at the moment. As I pointed out earlier, this is a much less groundbreaking model than the Go concept, one that’s already being offered both in other markets (this piece mentions the UK) but here in the US too, with big grocery chains including my local Smith’s store. But it’s still a useful additional feature for an online-only (for now) grocery retailer to offer, and part of Amazon’s broader experimentation with physical retail.
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