Amazon announced on Wednesday a significant expansion of its same-day fresh grocery delivery service, which is now available to customers in over 2,300 cities and towns across the United States. This move by the e-commerce giant aims to intensify its competition in the quick-commerce space, with further expansion planned for additional cities in 2026.
The ability to order perishable items via Same-Day Delivery was initially rolled out in August, starting in 1,000 U.S. cities. This strategic initiative was seen as Amazon's direct challenge to rivals like Instacart and Walmart+ in the rapidly growing market for fast grocery and essential item delivery.
Since its initial launch, customers have embraced the convenience, ordering a diverse range of products. This includes fresh fruits, vegetables, dairy, meat, seafood, and baked goods, alongside frozen foods, electronics, books, pantry staples, snacks, and household essentials like paper towels and toothpaste.
To ensure the integrity of perishable goods, Amazon utilizes a specialized temperature-controlled fulfillment network. Orders undergo a rigorous six-point quality check upon arrival and before dispatch. Additionally, temperature-sensitive products are delivered in insulated bags, guaranteeing freshness upon arrival.
Amazon reports that fresh groceries now constitute nine of the top ten most-ordered items for fast delivery, indicating a strong consumer demand for perishable goods delivered quickly. Top bestsellers highlight this trend, featuring items such as bananas, Haas avocados, strawberries, honeycrisp apples, limes, blueberries, blackberries, organic bananas, navel oranges, and even bathroom tissues.
The company notes a remarkable surge in demand, with perishable grocery sales growing 30 times since January. Furthermore, customers who incorporate fresh groceries into their Same-Day Delivery orders shop approximately twice as often as those who don't, underscoring the service's ability to drive customer engagement and loyalty.
Same-day delivery is offered free for Prime members on orders exceeding $25. For Prime members whose orders fall below this threshold, a $2.99 fee applies. Non-Prime customers can access the service for a flat fee of $12.99, regardless of the order size.
Amazon has already significantly broadened its perishable selection for Same-Day Delivery, increasing it by over 30% since August and incorporating thousands of popular items from Whole Foods Market.
