The news comes just a few days after Amazon registered its trademark for its own meal service. Selected users are currently testing the meal delivery service. The web giant has an assortment of 17 meals. They range in price from $ 14.99 to $ 18.99. With this, Amazon becomes a direct competitor of other meal carriers like Blue Apron, HelloFresh, Marley Spoon and Home Chef. Blue Apron, who drove to the stock market last month, saw their shares decline in value immediately at the announcement.
The company has been experimenting with a variety of shopping services for a while. Last month, the supermarket chain took over Whole Foods, but the giant also plays with the idea of a cashless AmazonGo. Amazon also benefits from AmazonFresh, which delivers fresh home-grown products.
The latter is being rolled out in Europe. AmazonFresh is now available in Hamburg, for example. The delivery service had been active in Berlin and Potsdam for a few months and has about 300,000 items in the assortment. According to Amazon, groceries ordered before noon are delivered before dinner on the same day.
AmazonFresh began in 2007 as a test in Seattle, Amazon’s home town (just like the meal service that is currently being tested). In recent years, the service has expanded to cities like New York, Los Angeles, San Francisco, Boston, Chicago, London and Tokyo. Customers must have an Amazon Prime subscription to order at AmazonFresh. It is not yet known when AmazonFresh comes to other countries.
Amazon, once started as an online store, is expanding. In the meantime, the web shop sells everything from lawnmowers to clothing and has set up its own airline to transport the packages. The company hires space in the cloud, offers music and movie streaming, has mobile phones and e-readers and developed the smart assistant Alexa.
Next to this, this is not the first time that the web giant is focusing on fresh meal delivery at home. They started this last year together with Tyson Tastemakers to bring all natural food with the best quality at home across the US.