Prime Now, LLC is a subsidiary of

Amazon Amazon most often refers to: * Amazons, a tribe of female warriors in Greek mythology * Amazon rainforest, a rainforest covering most of the Amazon basin * Amazon River, in South America * Amazon (company), an American multinational technology c ...

that oversees its same-day grocery shopping and delivery service. The name also originated a brand, including a custom app, to distinguish the service from Amazon's other offerings, but both the branding and the app have since been discontinued. The service is used chiefly by the company's own

Whole Foods Market Whole Foods Market IP, Inc., a subsidiary of Amazon, is an upscale American multinational supermarket chain headquartered in Austin, Texas, which sells products free from hydrogenated fats and artificial colors, flavors, and preservatives. A US ...

and

Amazon Fresh Amazon Fresh is a subsidiary of the American e-commerce company Amazon in Seattle, Washington. It is a grocery retailer with physical stores and delivery services in most major U.S. cities, as well as some international cities, such as Berlin, Ha ...

subsidiaries. An

Amazon Prime Amazon Prime is a paid subscription service from Amazon which is available in various countries and gives users access to additional services otherwise unavailable or available at a premium to other Amazon customers. Services include same, one- ...

subscription includes and is required for access to the service, though it may not be available in all locations where Amazon Prime is offered. Third-party retail partners may also participate in the service and sell goods through Amazon's website. In a May 2016, survey conducted by Cowen & Co., approximately one in four

users had used Prime Now.

Overview

Users can order groceries from local retailers to be delivered by independent contractors, similar to

Instacart Instacart is an American company that operates a grocery delivery and pick-up service in the United States and Canada. The company offers its services via a website and mobile app. The service allows customers to order groceries from participatin ...

. Participants in the program include

, and local partners such as

Uwajimaya Uwajimaya, Inc., doing business as , is a family-owned supermarket chain with its corporate headquarters in the International District, Seattle, Washington, and with locations in Greater Seattle and Oregon. Uwajimaya sells mainly Asian food—w ...

Sprouts Farmers Market Sprouts Farmers Market, Inc., is a supermarket chain headquartered in Phoenix, Arizona, USA. The grocer offers a wide selection of natural and organic foods, including fresh produce, bulk foods, vitamins and supplements, packaged groceries, meat ...

was a former participant, ending its partnership after Amazon's acquisition of Whole Foods. To eliminate

packaging waste Packaging waste, the part of the waste that consists of packaging and packaging material, is a major part of the total global waste, and the major part of the packaging waste consists of single-use plastic food packaging, a hallmark of throwaway ...

, items are placed in paper bags for delivery and taken out of insulated bags at the time of delivery to be reused. In February 2018, Prime Now began adding the ability to place orders from

stores in the service area. As of April 2018, the service was live in 10 markets. In addition to delivery, grocery pickup is also available in some markets.

Areas served

Prime Now is available in most major

metropolitan area A metropolitan area or metro is a region that consists of a densely populated urban agglomeration and its surrounding territories sharing industries, commercial areas, transport network, infrastructures and housing. A metro area usually com ...

s of the

United States The United States of America (U.S.A. or USA), commonly known as the United States (U.S. or US) or America, is a country primarily located in North America. It consists of 50 states, a federal district, five major unincorporated territorie ...

and

United Kingdom The United Kingdom of Great Britain and Northern Ireland, commonly known as the United Kingdom (UK) or Britain, is a country in Europe, off the north-western coast of the continental mainland. It comprises England, Scotland, Wales and North ...

, and in select markets in the rest of the world. In December 2014, Prime Now first launched in parts of

New York City New York, often called New York City or NYC, is the List of United States cities by population, most populous city in the United States. With a 2020 population of 8,804,190 distributed over , New York City is also the L ...

, by

Stephenie Landry Stephenie Landry is an American business executive and vice president of Amazon. She is in charge of Amazon Prime Now and AmazonFresh, and she previously led Amazon Restaurants before the service was discontinued in 2019. She led the creation and ...

, an Amazon vice president who also heads up

AmazonFresh Amazon Fresh is a subsidiary of the American e-commerce company Amazon in Seattle, Washington. It is a grocery retailer with physical stores and delivery services in most major U.S. cities, as well as some international cities, such as Berlin, Ha ...

and the now defunct Amazon Restaurants. The Prime Now service allows members to have products delivered to them within one hour for a fee of $7.99, or within two hours for no additional fee. As of 2014, 25,000 daily essential products were available through the service. In February 2015, the service was extended to include all of

Manhattan Manhattan (), known regionally as the City, is the most densely populated and geographically smallest of the five boroughs of New York City. The borough is also coextensive with New York County, one of the original counties of the U.S. state ...

. By mid-2016, it had been expanded in the United States to include parts of

Chicago (''City in a Garden''); I Will , image_map = , map_caption = Interactive Map of Chicago , coordinates = , coordinates_footnotes = , subdivision_type = Country , subdivision_name ...

Miami Miami ( ), officially the City of Miami, known as "the 305", "The Magic City", and "Gateway to the Americas", is a East Coast of the United States, coastal metropolis and the County seat, county seat of Miami-Dade County, Florida, Miami-Dade C ...

Baltimore Baltimore ( , locally: or ) is the List of municipalities in Maryland, most populous city in the U.S. state of Maryland, fourth most populous city in the Mid-Atlantic (United States), Mid-Atlantic, and List of United States cities by popula ...

Seattle Seattle ( ) is a seaport city on the West Coast of the United States. It is the seat of King County, Washington. With a 2020 population of 737,015, it is the largest city in both the state of Washington and the Pacific Northwest regio ...

Dallas Dallas () is the List of municipalities in Texas, third largest city in Texas and the largest city in the Dallas–Fort Worth metroplex, the List of metropolitan statistical areas, fourth-largest metropolitan area in the United States at 7.5 ...

Atlanta Atlanta ( ) is the capital and most populous city of the U.S. state of Georgia. It is the seat of Fulton County, the most populous county in Georgia, but its territory falls in both Fulton and DeKalb counties. With a population of 498,715 ...

Austin Austin is the capital city of the U.S. state of Texas, as well as the seat and largest city of Travis County, with portions extending into Hays and Williamson counties. Incorporated on December 27, 1839, it is the 11th-most-populous city ...

Nashville Nashville is the capital city of the U.S. state of Tennessee and the seat of Davidson County. With a population of 689,447 at the 2020 U.S. census, Nashville is the most populous city in the state, 21st most-populous city in the U.S., and the ...

Portland Portland most commonly refers to: * Portland, Oregon, the largest city in the state of Oregon, in the Pacific Northwest region of the United States * Portland, Maine, the largest city in the state of Maine, in the New England region of the northeas ...

San Antonio ("Cradle of Freedom") , image_map = , mapsize = 220px , map_caption = Interactive map of San Antonio , subdivision_type = Country , subdivision_name = United States , subdivision_type1= U.S. state, State , subdivision_name1 = Texas , s ...

, and

Tampa Tampa () is a city on the Gulf Coast of the U.S. state of Florida. The city's borders include the north shore of Tampa Bay and the east shore of Old Tampa Bay. Tampa is the largest city in the Tampa Bay area and the seat of Hillsborough County ...

. It has also expanded to certain cities in the United Kingdom, including

London London is the capital and largest city of England and the United Kingdom, with a population of just under 9 million. It stands on the River Thames in south-east England at the head of a estuary down to the North Sea, and has been a majo ...

Birmingham Birmingham ( ) is a city and metropolitan borough in the metropolitan county of West Midlands in England. It is the second-largest city in the United Kingdom with a population of 1.145 million in the city proper, 2.92 million in the West ...

Newcastle Newcastle usually refers to: *Newcastle upon Tyne, a city and metropolitan borough in Tyne and Wear, England *Newcastle-under-Lyme, a town in Staffordshire, England *Newcastle, New South Wales, a metropolitan area in Australia, named after Newcastle ...

Manchester Manchester () is a city in Greater Manchester, England. It had a population of 552,000 in 2021. It is bordered by the Cheshire Plain to the south, the Pennines to the north and east, and the neighbouring city of Salford to the west. The t ...

, and

Liverpool Liverpool is a city and metropolitan borough in Merseyside, England. With a population of in 2019, it is the 10th largest English district by population and its metropolitan area is the fifth largest in the United Kingdom, with a popul ...

. Other cities around the world with Prime Now include Rome,

Milan Milan ( , , Lombard: ; it, Milano ) is a city in northern Italy, capital of Lombardy, and the second-most populous city proper in Italy after Rome. The city proper has a population of about 1.4 million, while its metropolitan city h ...

Munich Munich ( ; german: München ; bar, Minga ) is the capital and most populous city of the States of Germany, German state of Bavaria. With a population of 1,558,395 inhabitants as of 31 July 2020, it is the List of cities in Germany by popu ...

Berlin Berlin ( , ) is the capital and largest city of Germany by both area and population. Its 3.7 million inhabitants make it the European Union's most populous city, according to population within city limits. One of Germany's sixteen constitue ...

Paris Paris () is the capital and most populous city of France, with an estimated population of 2,165,423 residents in 2019 in an area of more than 105 km² (41 sq mi), making it the 30th most densely populated city in the world in 2020. S ...

Barcelona Barcelona ( , , ) is a city on the coast of northeastern Spain. It is the capital and largest city of the autonomous community of Catalonia, as well as the second most populous municipality of Spain. With a population of 1.6 million within ci ...

Madrid Madrid ( , ) is the capital and most populous city of Spain. The city has almost 3.4 million inhabitants and a metropolitan area population of approximately 6.7 million. It is the second-largest city in the European Union (EU), and ...

Valencia Valencia ( va, València) is the capital of the Autonomous communities of Spain, autonomous community of Valencian Community, Valencia and the Municipalities of Spain, third-most populated municipality in Spain, with 791,413 inhabitants. It is ...

Tokyo Tokyo (; ja, 東京, , ), officially the Tokyo Metropolis ( ja, 東京都, label=none, ), is the capital and largest city of Japan. Formerly known as Edo, its metropolitan area () is the most populous in the world, with an estimated 37.468 ...

, Osaka, Kawasaki, Yokohama, and

Singapore Singapore (), officially the Republic of Singapore, is a sovereign island country and city-state in maritime Southeast Asia. It lies about one degree of latitude () north of the equator, off the southern tip of the Malay Peninsula, borde ...

. Amazon launched its 2-hour grocery delivery service, Amazon Now, in India in February 2016 in Bangalore. The service spread to

Delhi Delhi, officially the National Capital Territory (NCT) of Delhi, is a city and a union territory of India containing New Delhi, the capital of India. Straddling the Yamuna river, primarily its western or right bank, Delhi shares borders w ...

Mumbai Mumbai (, ; also known as Bombay — the official name until 1995) is the capital city of the Indian state of Maharashtra and the ''de facto'' financial centre of India. According to the United Nations, as of 2018, Mumbai is the second- ...

, and

Hyderabad Hyderabad ( ; , ) is the capital and largest city of the Indian state of Telangana and the ''de jure'' capital of Andhra Pradesh. It occupies on the Deccan Plateau along the banks of the Musi River (India), Musi River, in the northern part ...

the same year. Available only as an app on Android and iOS devices, the service was re-branded as Prime Now in May 2018. Apart from tying up with local hypermarkets and supermarkets like

Big Bazaar Big Bazaar was an Indian retail chain of hypermarkets, discount department stores, and grocery stores. The retail chain was founded by Kishore Biyani under his parent organisation Future Group, which is known for having a significant prominen ...

and More, Amazon has also set up its own fulfillment centers in these cities to meet consumer demand.

Amazon Restaurants

Amazon Restaurants was an

online food ordering Online food ordering is the process of ordering food, for Food delivery, delivery or pickup, from a website or other application. The product can be either ready-to-eat food (e.g., direct from a home-kitchen, restaurant, or a virtual restaurant) o ...

service available in 20 metro areas throughout the

. In January 2018, the service had 7,601 restaurants, which offered delivery through the Prime Now service. In addition to independent restaurants, the service offered delivery from chains such as

Red Robin Red Robin Gourmet Burgers, Inc., more commonly known as Red Robin Gourmet Burgers and Brews or simply Red Robin, is an American chain of casual dining restaurants founded in September 1969 in Seattle, Washington. In 1979, the first franchised ...

Applebee's Applebee's Restaurants LLC. is an American company that develops, franchises, and operates the Applebee's Neighborhood Grill + Bar restaurant chain. The Applebee's concept focuses on casual dining, with mainstream American dishes such as salads ...

Olive Garden Olive Garden is an American casual dining restaurant chain specializing in Italian-American cuisine. It is a subsidiary of Darden Restaurants, Inc., which is headquartered in Orange County, Florida. As of 2012, Olive Garden restaurants accounted ...

, and P.F. Chang's. Amazon Restaurants was available on the Prime Now mobile app and on Amazon's website. One-hour delivery was free once users meet a certain spending amount, determined by the restaurant. In November 2018, Amazon announced plans to withdraw from the

market, citing an over-saturation of the market by competitors. In June 2019, Amazon shut down the service in remaining markets. It has not withdrawn from the restaurant delivery business entirely: in May 2019 Amazon announced its investment in the UK-based restaurant delivery service

Deliveroo Deliveroo is a British online food delivery company founded by Will Shu and Greg Orlowski in 2013 in London, England. It operates in the United Kingdom, France, Belgium, Ireland, Italy, Singapore, Hong Kong, the United Arab Emirates and Kuwait. ...

Employment

Most workers who shop for (or "pick") groceries are employees of Amazon or Whole Foods and remain at the facility to prepare orders. To meet the on-demand delivery needs of Prime Now, Amazon launched Amazon Flex, a platform for

gig worker Gig workers are independent contractors, online platform workers, contract firm workers, on-call workers, and temporary workers. Gig workers enter into formal agreements with on-demand companies to provide services to the company's clients. In m ...

s, in 2015. Drivers for the program use a proprietary app to complete deliveries. The contractors do not wear Amazon branded apparel, and deliver using their personal vehicles. Zur and Brown note the benefits to Amazon.com of this "flexible-capacity model".

Lawsuits

In October 2015, former Flex contractors sued Amazon as they were earning below the

minimum wage A minimum wage is the lowest remuneration that employers can legally pay their employees—the price floor below which employees may not sell their labor. Most countries had introduced minimum wage legislation by the end of the 20th century. Bec ...

while working out of Amazon facilities and wearing a badge identifying that they were with Amazon. In October 2016, another group of Amazon Flex contractors sued the company in the federal court in Seattle, stating that they should be classified as employees due to factors such as mandatory training sessions and having to follow a route decided by Amazon.

Overview

Areas served

Amazon Restaurants

Employment

Lawsuits

References

External links