Amazon Prime Now will no longer be a standalone app. The company announced that the premium service, which offered delivery within hours for essential items, will be absorbed into the main Amazon app and website. Prime Now services have already been folded into the main service in Japan, Singapore, and India, while Prime Now users in other countries are being redirected to the main Amazon site.
First launched in 2014, Prime Now offered faster deliveries for essential items, promising to have your order at your doorstep within hours rather than days. After opening in a select few cities, the service was eventually expanded to 5,000 locations worldwide. Amazon says its Prime Now app and website will no longer be accessible by the end of 2021.
Amazon Fresh and Whole Foods have offered two-hour delivery options on the main Amazon app since 2019. Amazon says local stores and its third-party partners will have two-hour delivery on the main app by the start of 2022, including shops like Morrisons in Leeds and Monoprix in Paris.
In the blog post, Stephenie Landry, Amazon’s vice president of grocery says: “I was excited for Prime members to experience Prime Now back in 2014, and today I’m thrilled it is becoming an integrated part of the Amazon shopping experience, which continues to evolve and delight customers.” She goes on to say that the new Amazon shopping experience will offer “The same ultrafast delivery on everyday essentials, gifts, toys, high quality groceries, and more you’ve come to expect with Prime Now—available on Amazon.”
This is yet another step the company is taking toward consolidating its services and simplifying its features. Earlier this year, Amazon announced it would be shuttering its Amazon Pantry service and folding it into the main Amazon app. And according to a Geekwire report, Amazon Go Grocery will be rebranded as Amazon Fresh.
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