Amazon.com has officially expanded its Prime same-day delivery service to include perishable grocery items such as strawberries, milk, meats, and frozen dinners, the company announced Wednesday.
This strategic move directly challenges major grocery delivery rivals Walmart+ and Instacart, giving Prime members faster and more flexible grocery delivery options.
Same-Day Grocery Delivery Now in Over 1,000 U.S. Cities
Shoppers in more than 1,000 U.S. cities — including Phoenix, Raleigh (NC), and Tampa (FL) — can now have perishable groceries delivered to their doorstep within hours. Amazon plans to expand the service to 2,300 cities by year’s end.
Previously, Prime subscribers’ grocery orders were fulfilled via Amazon Fresh or Whole Foods Market. Now, orders will also be completed through Amazon’s same-day delivery logistics network, streamlining fulfilment and speeding up delivery times.
Competitive Pricing and Delivery Thresholds
For Prime members, who pay $14.99/month or $149/year, same-day delivery is free on orders over $25. This is a notable change from previous higher minimums — and a direct competitive move against Instacart, which is known for quick, one-off purchases.
By comparison, Walmart+ costs $98/year and promises same-day delivery in under three hours, with some orders arriving in just 30 minutes.
Amazon’s $4 Billion Rural Delivery Push
This expansion comes on the heels of Amazon’s June announcement that it will invest $4 billion to bring same-day and next-day delivery to 4,000 rural U.S. communities by year’s end.
Doug Herrington, CEO of Worldwide Amazon Stores, highlighted the convenience:
“Amazon shoppers can order milk alongside electronics, oranges with novels, and frozen pizza with tools — and have everything delivered to their doorstep within hours.”
Walmart and Instacart’s Response
As the largest grocery retailer in the U.S., Walmart’s deliveries largely consist of dry groceries and perishables. In May, Walmart announced that it will soon offer three-hour delivery to 95% of the U.S. population, noting a 91% increase in sub-three-hour deliveries between February and April compared to last year.
Instacart, meanwhile, faces increasing pressure as Amazon’s lower $25 minimum order threshold encroaches on its core customer base.
