August 13, 2025 — Amazon is stepping hard into the grocery game, adding same-day delivery for fresh food in more than 1,000 cities and towns. Shoppers can now get fruit, vegetables, meat, seafood, dairy, baked goods, and frozen items delivered in hours. By the end of the year, the company says it will reach over 2,300 locations.
Going Straight at the Competition
This is one of Amazon’s biggest grocery pushes yet and puts it right up against Instacart, Walmart+, DoorDash, and traditional supermarkets. Customers can now toss bananas, chicken, and cereal into the same cart and have everything show up together.
The expansion leans on Amazon’s $4 billion investment in faster delivery, with upgrades that stretch into smaller towns where quick grocery options have been rare.
Pricing That Undercuts Rivals
Amazon’s offer is simple:
- Prime members: Free same-day grocery delivery on orders over $25. $2.99 if it’s less.
- Non-Prime customers: $12.99 flat fee, no minimum.
That $25 mark is well below Instacart’s $35 free-delivery minimum and similar thresholds at DoorDash. It’s a clear play for smaller, last-minute orders that competitors often can’t make profitable.
Keeping It Cold
Delivering perishables means keeping them fresh. Amazon is using temperature-controlled warehouses, insulated recyclable bags, and a six-step check to make sure produce and proteins arrive in good condition. Orders will come from Amazon Fresh hubs, Whole Foods stores, and smaller local depots.
In test cities, bananas, apples, and strawberries have been the most-ordered produce, hinting that people want the basics delivered fast.
The Market Reacts
Wall Street noticed. Instacart stock slid 11–13%, DoorDash and Kroger each dropped 4–5%, and Walmart and Costco lost about 2%. Amazon’s own shares rose just over 1%.
Analysts say Amazon’s mix of low prices, wide selection, and delivery speed could force rivals to cut prices or add perks. But Amazon’s logistics scale gives it room to play where others can’t.
Hooking Customer
Fresh groceries are one of the toughest parts of e-commerce. If the food shows up bruised, wilted, or late, people walk away. By folding perishables into its existing same-day service, Amazon makes it easier for customers to handle all their shopping in one go — groceries, cleaning supplies, electronics — one cart, one delivery window.
That convenience makes it more likely people stick with Amazon for their regular spending.
Why Now
The grocery delivery market isn’t growing as fast as it was during the pandemic, but competition is tighter than ever. Instacart went public last year, DoorDash has been adding grocery chains, and Walmart is pushing Walmart+ hard.
Launching in 1,000 places at once, instead of slowly testing the waters, signals Amazon thinks it’s ready to lead — and confident it can handle the scale.
The Road Ahead
Doubling coverage by year’s end will test Amazon’s quality control. Every extra city means more coordination between warehouses, Whole Foods, and drivers.
Amazon also has to make sure people know this exists. Many Prime members are aware of Amazon Fresh, but not everyone knows they can now get fresh groceries through the regular Amazon app in just hours.
Changing Grocery Shopping
If Amazon nails it, same-day delivery for milk, greens, and steak could become as routine as one-day shipping for books and gadgets.
The move forces a choice for rivals: match Amazon’s speed and price or risk watching customers shift their grocery budgets to the retail giant.
