Amazon Prime members may soon enjoy a lower threshold for free grocery delivery, as revealed in a leaked memo reported by Business Insider. Currently, Prime members have to spend $150 to receive their Amazon groceries delivered at no charge, but this could change to $100 as early as Thursday. In addition, Amazon is considering the introduction of a standalone grocery subscription service exclusively for Prime members. These moves are part of Amazon’s ongoing efforts to capture a larger share of the grocery market.
In August, Amazon Fresh started offering delivery to non-Prime members in select metro areas. The company is also revamping its existing stores, with two newly redesigned Amazon Fresh stores in the Chicagoland area featuring a new layout, new brands, and a focus on prepared meals. These stores also offer the option of using Dash Carts, Amazon’s smart shopping cart that provides real-time deals and allows shoppers to check out directly from the cart. Furthermore, Amazon plans to merge its ecommerce supermarket brands (Amazon Fresh, Whole Foods, Amazon.com) into a single online cart.