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05/24/2021

Amazon Consolidates Go Grocery, Shuts Down Prime Now Delivery

In separate announcements, e-commerce giant Amazon is consolidating its Amazon Go grocery stores and shutting down Prime Now.
Amazon Go Grocery store

Amazon’s Prime Now, a speedy delivery service that launched in 2014 and offered Amazon Prime members two-hour delivery on tens of thousands of daily essentials through a mobile app, is being rolled into Amazon’s website. The standalone Prime Now app and website will shut down. The integration to Amazon’s website is being done in an effort to streamline the service.

“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,” Stephenie Landry, vice president of grocery at Amazon, said in a blog post.

Executive Summary

After introducing a number of new offerings and brick-and-mortar stores under different Amazon brands, the action represents one of the first consolidation moves by the tech giant.

 

In addition to integrating Prime Now, Amazon is consolidating its Go Grocery stores into the Amazon Fresh brand. Amazon is in the process of closing its Redmond, Washington, Go Grocery store and moving those employees to a nearby Amazon Fresh store in Bellevue. Another Seattle Go grocery store will rebrand as Amazon Fresh.

 

Exec summary

“To simplify the experience for our customers, we’re rebranding our Amazon Go Grocery stores to Amazon Fresh,” an Amazon spokesperson told Progressive Grocer on May 18.

Amazon, which operates eight Amazon Fresh stores in California and four in Illinois, also serves customers at Amazon Go stores in Chicago, New York, San Francisco and Seattle. However, the only Amazon Go Grocery stores were located in Washington.