Amazon India announced the expansion of Amazon Fresh, its full-basket grocery service of wet and dry groceries to 130+ cities.
As per a company statement, Amazon Fresh Sellers sources fruits and vegetables from over 11,000 farmers and ensures the quality of the produce through a ‘4-step quality check’.
Srikant Sree Ram, Director, Amazon Fresh India, said, “Amazon Fresh is reshaping grocery shopping in India. We bring fresh produce and daily essentials right to the doorsteps of our customers across 130 cities in India.”
Amazon Fresh claims to offer a simplified shopping experience, with a dedicated app-in-app for groceries on the Amazon website and convenient features like personalized widgets, the buy again option, and reminders to ensure that frequently shopped items aren't forgotten during checkout.
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However, Amazon Fresh does not deliver items within a few minutes. The company website says for scheduled deliveries, “Depending on the postal code and by paying an additional fee, you will be eligible to place the orders with a delivery within a 2-hour delivery window for products under the Amazon Fresh program, subject to availability of a delivery slot, from Monday to Sunday.” However, there will be no promised delivery slot for Amazon Fresh unscheduled deliveries, according to the company website.
Instead of quick delivery, the company claims to focus on quality products. Ram said in a statement, “Our expansion and focus on quality products demonstrate our commitment to serve customers and offer them the best online shopping experience for fresh produce and daily essentials.”
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Amazon Fresh, which was launched in 2019, has been trying to penetrate into Tier 2 and Tier 3 cities as well, as more than 50 percent of Amazon Fresh customers come from these cities, as per a businessline report. Amazon Fresh has expanded to places such as Ambala, Aurangabad, Hoshiarpur, Dharwad, Una, Suri, and others. It remains to be seen how Amazon Fresh will be able to compete with quick commerce platforms such as Big Basket, Blinkit, and Instamart.
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