Starting Monday, in certain areas of Los Angeles, Amazon Prime members can get groceries delivered right to their front door. The new service is called AmazonFresh.
"The whole fabric of the food shopping experience is changing. They're going to find the segment of the customers for whom convenience means something big," said Bob Hermanns, director of Food Industry Management Programs at the University of Southern California.
Over the years, traditional grocery chains, including Wal-Mart and Ralphs, have experimented with delivery service with limited success.
Even so, Amazon is ready to take your orders and will deliver products, including fresh produce, breads, meats, seafood, alcohol, baby food, pet food and more.
Amazon says to have the order delivered by dinner time the same day, the Prime member needs to place it by 10 a.m. Order by 10 p.m. and the order is delivered by breakfast time the next day.
The cost of the service is free if you order more than $35 worth of groceries. However, the membership fee is where they get you. It's $79 for new Prime members the first year and $299 a year after that.
"The folks who use Amazon Prime are a pretty passionate group, who use it for not just food, but for a lot of other products on a regular basis," said Hermanns.
You find out if AmazonFresh will deliver to your home by entering your address here.
In my opinion, Amazon is not making this service easy or affordable.