Amazon delivers Whole Foods products in select United States cities

Amazon begins offering Whole Foods deliveries via its Prime service

If you're an Amazon Prime member and live in Austin, Cincinnati, Dallas, or Virginia Beach, Amazon will now deliver those ingredients from Whole Foods to your door in two hours or less, for free.

The integration is limited to four regions this point - Austin, Cincinnati, Dallas and Virginia Beach - but the online commerce giant said it plans to expand the program across the USA this year.

Whole Foods' private-label brand, Everyday Value 365, is already available on Prime Now delivery in some markets, including NY. Whole Foods is now an option in select cities. Amazon has also said that it plans to eventually roll the service out to all its Prime customers across the US. Two-hour delivery is free, whereas the one-hour delivery would cost somewhere around $7.99 on orders above $35. The new television and digital advertising campaigns are aimed at making diverse groups of shoppers feel at home at Whole Foods stores while also highlighting the variety of products available.

Amazon's purchase of Whole Foods has helped the company maintain its big-dog-on-the-porch persona.

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The company announced on Thursday that it has started using Whole Foods stores for its two-hour delivery service, Prime Now. Last year, Bloomberg reported that Whole Foods had closed a deal with Instacart for exclusive delivery.

And one in four of us now buy groceries online, versus less than one in five (19%) in 2014 - proof that this trend has been catching on for sometime. Kroger, for its part, expanded its delivery options by test-piloting a partnership with Uber in 2017 in Dallas and Richmond.

Tomatoes are pictured at a Whole Foods store in San Diego. "The Whole Foods business model is built around great fresh foods and that is a type of shopping that the vast majority of people prefer to do on their own". They've been less than impressed with the chain's recent out-of-stock issues and price promotions, but have maintained that once Amazon begins integrating store delivery and other services, it will become a major threat.

Grocery delivery is certainly not unique to Amazon, though.

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