Amazon’s Meal Prep Service Has Already Quietly Launched (Jul 18, 2017)
It turns out that the Amazon meal prep service suggested by a recently filed trademark application has already launched quietly in some areas, including Seattle. Just as I suggested in my piece yesterday, it seems the service is being offered as a feature of the Amazon Fresh grocery shopping service, and is dubbed Amazon Meal Kits. Just as Amazon’s recently launched clothing box service Prime Wardrobe ditches the subscription element common with competing services, so the Meal Kits are one-off purchases rather than a subscription, which lowers the barriers to trying it out. The product is a box of ingredients with instructions on how to prepare a meal, and GeekWire managed to find a customer who’d used the service and enjoyed it. With the fairly low profile MealKits have for now, it’s not likely to have an immediate impact on competitors like BlueApron, but as it ramps up and starts to be promoted more heavily, it will start to gain significant share in this market where it’s available.
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