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Amazon Expands Same-Day Service for Perishable Groceries, Intensifying Battle with Instacart

Amazon's perishable grocery sales have grown 30 times since January, with fresh groceries making up 9 of the 10 top fast delivery items, driving more frequent shopping habits, the company said.

  • Amazon expanded its Same‑Day Delivery footprint to over 2,300 U.S. cities Wednesday, adding perishable service to 1,300 new locations including Boise, Salt Lake City, and Fort Collins.
  • Earlier this year Amazon introduced perishable Same‑Day Delivery in August to compete with Instacart and Walmart+, with CEO Doug Herrington saying customers combine groceries and regular purchases to save time.
  • Amazon says its fresh selection has grown 30% since August, adding thousands of Whole Foods Market items and using a specialized temperature-controlled fulfillment network with insulated bags and a six-point quality check.
  • Pricing tiers include free Prime delivery over $25 and fees for smaller or non‑Prime orders, with subscribers paying $2.99 and non‑Prime customers $12.99, Amazon said.
  • The company plans continued city rollouts in 2026 that aim to challenge quick‑commerce rivals, and customers who add fresh groceries shop about twice as often, Amazon reports.
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grocerydive.com broke the news in on Wednesday, December 10, 2025.
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