Prime Now, LLC is a subsidiary of

Amazon Amazon most often refers to: * Amazon River, in South America * Amazon rainforest, a rainforest covering most of the Amazon basin * Amazon (company), an American multinational technology company * Amazons, a tribe of female warriors in Greek myth ...

that oversees its same-day grocery shopping and delivery service. The name also originated a brand, including a custom app, to distinguish the service from Amazon's other offerings, but both the branding and the app have since been discontinued. The service is used chiefly by the company's own

Whole Foods Market Whole Foods Market, Inc. (colloquially referred to as simply Whole Foods) is an American multinational supermarket chain store, chain headquartered in Austin, Texas, which sells products free from Hydrogenated fat, hydrogenated fats and artificia ...

and Amazon Fresh subsidiaries. An

Amazon Prime Amazon Prime (styled as prime) is a paid subscription service of Amazon which is available in many countries and gives users access to additional services otherwise unavailable or available at a premium to other Amazon customers. Services inclu ...

subscription includes and is required for access to the service, though it may not be available in all locations where Amazon Prime is offered. Third-party retail partners may also participate in the service and sell goods through Amazon's website. In a May 2016, survey conducted by Cowen & Co., approximately one in four

users had used Prime Now.

Overview

Users can order groceries from local retailers to be delivered by independent contractors, similar to

Instacart Maplebear Inc., doing business as Instacart, is an American retail media and delivery company based in San Francisco that operates a grocery delivery and pick-up service in the United States and Canada accessible via a website and mobile app. ...

. Participants in the program include

, Amazon Fresh, and local partners such as Uwajimaya. Sprouts Farmers Market was a former participant, ending its partnership after Amazon's acquisition of Whole Foods. To eliminate

packaging waste Packaging waste, the part of the waste that consists of packaging and packaging material, is a major part of the total global waste, and the major part of the packaging waste consists of single-use plastic food packaging, a hallmark of throwawa ...

, items are placed in paper bags for delivery and taken out of insulated bags at the time of delivery to be reused. In February 2018, Prime Now began adding the ability to place orders from

stores in the service area. As of April 2018, the service was live in 10 markets. In addition to delivery, grocery pickup is also available in some markets.

Areas served

Prime Now is available in most major

metropolitan area A metropolitan area or metro is a region consisting of a densely populated urban area, urban agglomeration and its surrounding territories which share Industry (economics), industries, commercial areas, Transport infrastructure, transport network ...

s of the

United States The United States of America (USA), also known as the United States (U.S.) or America, is a country primarily located in North America. It is a federal republic of 50 U.S. state, states and a federal capital district, Washington, D.C. The 48 ...

and

United Kingdom The United Kingdom of Great Britain and Northern Ireland, commonly known as the United Kingdom (UK) or Britain, is a country in Northwestern Europe, off the coast of European mainland, the continental mainland. It comprises England, Scotlan ...

, and in select markets in the rest of the world. In December 2014, Prime Now first launched in parts of

New York City New York, often called New York City (NYC), is the most populous city in the United States, located at the southern tip of New York State on one of the world's largest natural harbors. The city comprises five boroughs, each coextensive w ...

, by Stephenie Landry, an Amazon vice president who also heads up AmazonFresh and the now defunct Amazon Restaurants. The Prime Now service allows members to have products delivered to them within one hour for a fee of $7.99, or within two hours for no additional fee. As of 2014, 25,000 daily essential products were available through the service. In February 2015, the service was extended to include all of

Manhattan Manhattan ( ) is the most densely populated and geographically smallest of the Boroughs of New York City, five boroughs of New York City. Coextensive with New York County, Manhattan is the County statistics of the United States#Smallest, larg ...

. By mid-2016, it had been expanded in the United States to include parts of

Chicago Chicago is the List of municipalities in Illinois, most populous city in the U.S. state of Illinois and in the Midwestern United States. With a population of 2,746,388, as of the 2020 United States census, 2020 census, it is the List of Unite ...

Miami Miami is a East Coast of the United States, coastal city in the U.S. state of Florida and the county seat of Miami-Dade County, Florida, Miami-Dade County in South Florida. It is the core of the Miami metropolitan area, which, with a populat ...

Baltimore Baltimore is the most populous city in the U.S. state of Maryland. With a population of 585,708 at the 2020 census and estimated at 568,271 in 2024, it is the 30th-most populous U.S. city. The Baltimore metropolitan area is the 20th-large ...

Seattle Seattle ( ) is the most populous city in the U.S. state of Washington and in the Pacific Northwest region of North America. With a population of 780,995 in 2024, it is the 18th-most populous city in the United States. The city is the cou ...

Dallas Dallas () is a city in the U.S. state of Texas and the most populous city in the Dallas–Fort Worth metroplex, the List of Texas metropolitan areas, most populous metropolitan area in Texas and the Metropolitan statistical area, fourth-most ...

Atlanta Atlanta ( ) is the List of capitals in the United States, capital and List of municipalities in Georgia (U.S. state), most populous city in the U.S. state of Georgia (U.S. state), Georgia. It is the county seat, seat of Fulton County, Georg ...

Austin Austin refers to: Common meanings * Austin, Texas, United States, a city * Austin (given name), a list of people and fictional characters * Austin (surname), a list of people and fictional characters * Austin Motor Company, a British car manufac ...

Nashville Nashville, often known as Music City, is the capital and List of municipalities in Tennessee, most populous city in the U.S. state of Tennessee. It is the county seat, seat of Davidson County, Tennessee, Davidson County in Middle Tennessee, locat ...

, Portland,

San Antonio San Antonio ( ; Spanish for " Saint Anthony") is a city in the U.S. state of Texas and the most populous city in Greater San Antonio. San Antonio is the third-largest metropolitan area in Texas and the 24th-largest metropolitan area in the ...

, and

Tampa Tampa ( ) is a city on the Gulf Coast of the United States, Gulf Coast of the U.S. state of Florida. Tampa's borders include the north shore of Tampa Bay and the east shore of Old Tampa Bay. Tampa is the largest city in the Tampa Bay area and t ...

. It has also expanded to certain cities in the United Kingdom, including

London London is the Capital city, capital and List of urban areas in the United Kingdom, largest city of both England and the United Kingdom, with a population of in . London metropolitan area, Its wider metropolitan area is the largest in Wester ...

Birmingham Birmingham ( ) is a City status in the United Kingdom, city and metropolitan borough in the metropolitan county of West Midlands (county), West Midlands, within the wider West Midlands (region), West Midlands region, in England. It is the Lis ...

Newcastle Newcastle usually refers to: *Newcastle upon Tyne, a city and metropolitan borough in Tyne and Wear, England, United Kingdom *Newcastle-under-Lyme, a town in Staffordshire, England, United Kingdom *Newcastle, New South Wales, a metropolitan area ...

Manchester Manchester () is a city and the metropolitan borough of Greater Manchester, England. It had an estimated population of in . Greater Manchester is the third-most populous metropolitan area in the United Kingdom, with a population of 2.92&nbs ...

, and

Liverpool Liverpool is a port City status in the United Kingdom, city and metropolitan borough in Merseyside, England. It is situated on the eastern side of the River Mersey, Mersey Estuary, near the Irish Sea, north-west of London. With a population ...

. Other cities around the world with Prime Now include Rome,

Milan Milan ( , , ; ) is a city in northern Italy, regional capital of Lombardy, the largest city in Italy by urban area and the List of cities in Italy, second-most-populous city proper in Italy after Rome. The city proper has a population of nea ...

Munich Munich is the capital and most populous city of Bavaria, Germany. As of 30 November 2024, its population was 1,604,384, making it the third-largest city in Germany after Berlin and Hamburg. Munich is the largest city in Germany that is no ...

Berlin Berlin ( ; ) is the Capital of Germany, capital and largest city of Germany, by both area and List of cities in Germany by population, population. With 3.7 million inhabitants, it has the List of cities in the European Union by population withi ...

Paris Paris () is the Capital city, capital and List of communes in France with over 20,000 inhabitants, largest city of France. With an estimated population of 2,048,472 residents in January 2025 in an area of more than , Paris is the List of ci ...

Barcelona Barcelona ( ; ; ) is a city on the northeastern coast of Spain. It is the capital and largest city of the autonomous community of Catalonia, as well as the second-most populous municipality of Spain. With a population of 1.6 million within c ...

Madrid Madrid ( ; ) is the capital and List of largest cities in Spain, most populous municipality of Spain. It has almost 3.5 million inhabitants and a Madrid metropolitan area, metropolitan area population of approximately 7 million. It i ...

Valencia Valencia ( , ), formally València (), is the capital of the Province of Valencia, province and Autonomous communities of Spain, autonomous community of Valencian Community, the same name in Spain. It is located on the banks of the Turia (r ...

Tokyo Tokyo, officially the Tokyo Metropolis, is the capital of Japan, capital and List of cities in Japan, most populous city in Japan. With a population of over 14 million in the city proper in 2023, it is List of largest cities, one of the most ...

, Osaka, Kawasaki, Yokohama, and

Singapore Singapore, officially the Republic of Singapore, is an island country and city-state in Southeast Asia. The country's territory comprises one main island, 63 satellite islands and islets, and one outlying islet. It is about one degree ...

. Amazon launched its 2-hour grocery delivery service, Amazon Now, in India in February 2016 in Bangalore. The service spread to

Delhi Delhi, officially the National Capital Territory (NCT) of Delhi, is a city and a union territory of India containing New Delhi, the capital of India. Straddling the Yamuna river, but spread chiefly to the west, or beyond its Bank (geography ...

Mumbai Mumbai ( ; ), also known as Bombay ( ; its official name until 1995), is the capital city of the Indian state of Maharashtra. Mumbai is the financial capital and the most populous city proper of India with an estimated population of 12 ...

, and

Hyderabad Hyderabad is the capital and largest city of the Indian state of Telangana. It occupies on the Deccan Plateau along the banks of the Musi River (India), Musi River, in the northern part of Southern India. With an average altitude of , much ...

the same year. Available only as an app on Android and iOS devices, the service was re-branded as Prime Now in May 2018. Apart from tying up with local hypermarkets and supermarkets like Big Bazaar and More, Amazon has also set up its own fulfillment centers in these cities to meet consumer demand.

Amazon Restaurants

Amazon Restaurants was an

online food ordering Online food ordering is the process of ordering food, for Food delivery, delivery or pickup, from a website or other application. The product can be either ready-to-eat food (e.g., direct from a home-kitchen, restaurant, or a virtual restaurant) ...

service available in 20 metro areas throughout the

. In January 2018, the service had 7,601 restaurants, which offered delivery through the Prime Now service. In addition to independent restaurants, the service offered delivery from chains such as Red Robin, Applebee's,

Olive Garden Olive Garden is an American casual dining restaurant chain specializing in Italian-American cuisine. It is a unit of Darden Restaurants, Inc., which is headquartered in Orange County, Florida. As of 2022, Olive Garden restaurants accounted for ...

, and P.F. Chang's. Amazon Restaurants was available on the Prime Now mobile app and on Amazon's website. One-hour delivery was free once users meet a certain spending amount, determined by the restaurant. In November 2018, Amazon announced plans to withdraw from the

market, citing an over-saturation of the market by competitors. In June 2019, Amazon shut down the service in remaining markets. It has not withdrawn from the restaurant delivery business entirely: in May 2019 Amazon announced its investment in the UK-based restaurant delivery service

Deliveroo Deliveroo is a British multinational online food delivery company headquartered in London, United Kingdom. It operates in the United Kingdom, France, Belgium, Ireland, Italy, Singapore, the United Arab Emirates, Kuwait, and Qatar. It formerly ...

Employment

Most workers who shop for (or "pick") groceries are employees of Amazon or Whole Foods and remain at the facility to prepare orders. To meet the on-demand delivery needs of Prime Now, Amazon launched Amazon Flex, a platform for

gig worker Gig workers are independent contractors, online platform workers, contract firm workers, on-demand workers, and temporary workers. Gig workers enter into formal agreements with on-demand companies to provide services to the company's clients. ...

s, in 2015. Drivers for the program use a proprietary app to complete deliveries. The contractors do not wear Amazon branded apparel, and deliver using their personal vehicles. Zur and Brown note the benefits to Amazon.com of this "flexible-capacity model".

Lawsuits

In October 2015, former Flex contractors sued Amazon as they were earning below the

minimum wage A minimum wage is the lowest remuneration that employers can legally pay their employees—the price floor below which employees may not sell their labor. List of countries by minimum wage, Most countries had introduced minimum wage legislation b ...

while working out of Amazon facilities and wearing a badge identifying that they were with Amazon. In October 2016, another group of Amazon Flex contractors sued the company in the federal court in Seattle, stating that they should be classified as employees due to factors such as mandatory training sessions and having to follow a route decided by Amazon.

Overview

Areas served

Amazon Restaurants

Employment

Lawsuits

References

External links