Amazon Plans to Set New Standard for On-Demand by Expanding 2-Hour Delivery

Amazon is planning a substantial expansion of its Whole Foods grocery stores, a move that will aim to put much of the nation’s deep-pocketed customers in range of its two-hour delivery service, Prime Now. Under the proposed changes, reported in the Wall Street Journal, Prime Now would become available from all Whole Foods stores.

News of this latest move follows a recent announcement from Starbucks that it will partner with Uber Eats to enable on-demand delivery from 2,000 U.S. locations. Both stories underscore the higher standards for efficiency sweeping across retail, imperiling smaller competitors and tech-conservative brands unwilling to adapt to rising consumer expectations.

Prime Now is already available in some 60 cities, and 30-minute grocery pickup is available at Whole Foods stores in 30 cities. The Journal reports that Amazon is looking to expand these features to all 475 Whole Foods stores in the United States.

The e-commerce behemoth will reportedly also roll out its expansion of Whole Foods in concert with Prime, offering benefits to Prime customers besides the baseline Prime Now delivery. That move will increase the appeal of both Prime and shopping at Whole Foods. 

Joe Zappa is Street Fight’s managing editor.