We have already commented on other occasions that the Ecommerce is constantly evolving And proof of this is what Amazon is announcing: it will now deliver fresh food to your home. According to the report, the most famous online retailer will distribute free products in two hours, while it will charge €5.90 if an order with delivery within 1 hour is required, something that few retailers offer and always depending on local availability.
You can now do the Super with Amazon without leaving home
What is Amazon fresh food delivery and how does it work?
It is worth mentioning that to date, Amazon only sold non-perishable products, however with this new announcement, the company will now deliver fresh produce and food, thus becoming a direct competitor of El Corte Inglés. It is also important to clarify that all express deliveries of fresh food, for the moment, will only be carried out in the Community of Madrid, using electric bikes and vans to minimize transit times and ensure quality.
When Amazon launched this new serviceThe top-selling foods included milk, bananas, diapers, soft drinks, and beers. The retailer has appointed this service Prime Now, with which it tries to revolutionize the sector of the distribution of food and food at home in Spain.
It is also important to note that in Spain, Ecommerce is still in an experimental phase, although it's a type of e-commerce that's on the rise. This is why the retailer has decided to roll out its entire catalog of food products that can be ordered in the city of Madrid.
It is also interesting to mention that Amazon has not wanted to fully enter this segment until it was sure to offer a Service of excellenceTo achieve this, Amazon focused on three fundamental aspects: Having the most extensive catalog possible, offering highly competitive prices, and, of course, making the purchasing process convenient for customers.
Updated coverage and availability
In addition to the deployment in Madrid, Amazon operates its fresh food service alongside Amazon Fresh, Whole Foods Market and partner supermarkets. In the United States, the same-day perishable delivery service is now live at more than 1.000 cities and towns, with plans to achieve more than 2.300 locations as its logistics network is optimized. The company has conducted pilots in cities like Phoenix, Orlando and Kansas City, seeing strong adoption and a notable increase in purchase frequency when customers add perishable products to their regular cart.
To check if it is available in your area and what delivery windows exist, check your postal code at: https://www.amazon.es/fmc/learn-more/
Prices and conditions according to membership
The pricing model varies by region and membership. In Spain, the same free delivery within 2 hours on certain orders and an option 1-hour express for €5,90 when available. In the United States, Prime members can access Free same-day delivery on orders over $25 In most cities, if the order does not reach that minimum, the cost is 2,99 $. Customers without Prime can use the service for a fee of 12,99 $, regardless of the size of the order.
This scheme encourages more complete baskets without leaving out those who do not have a subscription, maintaining the service accessible and competitive compared to traditional online supermarkets.
Catalog and stores integrated into a single cart
The great operational novelty is the unified cart: now you can add fruits and vegetables, dairy products, meat, fish, bakery and frozen foods along with the store's usual products (technology, books, home), pay in a single transaction and receive everything in the same time slot. In Spain, in addition to Amazon Fresh, DIA Supermarket and the La Paz Market They offer their assortment through Amazon, expanding the selection with local brands and eco-friendly options.
How to buy: If you already use Amazon Fresh or grocery sellers on Amazon, you'll see access to Previous purchases, Shopping lists y Orders. Depending on your postal code, you can choose deliveries in 1–2 hours with Amazon Fresh or deliveries in 2 hours with other partner supermarkets, in addition to same-day or subsequent-day options depending on availability and time slot.
Temporal scopeYou can place orders with same-day or next-day delivery, Monday through Sunday, depending on availability and demand. Offers with special shipping conditions may appear for a limited time.
Delivery methods and requirements
When processing the purchase, choose between hand delivery o unattended delivery in a safe place. For items with age restriction (e.g. alcoholic beverages), identity verification is required, so hand delivery and a valid document are required.
Delivery windows: Select a time slot that optimizes your availability. Amazon adjusts routes accordingly. electric bicycles and vans to reduce times and maintain product quality in transit.
Operations, quality and customer experience
Amazon has strengthened its logistics network for perishable foods with preparation, packaging and delivery processes geared towards the speed and efficiency. Integration with your retail ecosystem allows you to combine millions of items in a single order, avoiding hops between stores and eliminating friction in payment.
According to internal company data, the addition of fresh products to the regular shopping cart generated a greater recurrence Among those who tried the service, there was an increase in purchase frequency compared to those who did not add perishables. This behavior suggests the convenience of receiving fresh and non-perishable items together, within a few hours, increases fidelity.
In addition to a wide assortment and competitive prices, Amazon relies on local partners and its own brands (Amazon Fresh, Whole Foods Market) to offer recognized brands, local and organic products, and a pattern of availability that progressively expands into new areas.
The move positions Amazon more aggressively in the online grocery sector, combining competitive delivery times, a flexible cost structure and an expanding physical footprint to compete with traditional supermarkets and pure digital players.
As the service matures, customers can expect more slots, increasing geographic coverage, and continuous improvements in assortment, pricing, and convenience, while keeping the focus on easy shopping from home and reception in a matter of hours.