Amazon launches its latest venture, the drive-thru grocery store app, AmazonFresh Pickup.
Amazon has long been eager to conquer the world of convenience shopping. Seemingly not content with its origins as an online bookstore, it has become the world’s largest Internet-based retailer. It seems, though, that this still isn’t enough. While computers, DVDs and even Amazon-produced tv programs might seem like pretty satisfying goals, there’s still one sector it’s determined to break into. Amazon wants to be the most convenient way for getting your groceries. This is AmazonFresh Pickup.
For now, this service is only available in Ballard and Sodo, two locations of Amazon’s home base, Seattle. AmazonFresh Pickup aims to bring groceries to customers’ cars, without them having to set a foot outside. Orders are placed online either via the website or the AmazonFresh app. Fifteen minutes later for members with an AmazonFresh account, or somewhere after two hours later for holders of an AmazonPrime account, the groceries will be waiting for customers to arrive. A customer’s first visit to AmazonFresh Pickup will see them registering their car’s license plate with their AmazonPrime account. After that, Amazon scans their license plate on arrival so their groceries can be brought to their car once they’ve parked. The Seattle Times reports that anyone wary of having their license plate registered on the company’s database can opt out of this feature on the Amazon website.
Amazon’s plans for groceries don’t stop with Pickup.
Of course, this isn’t Amazon’s first venture into the world of grocery shopping. AmazonFresh has existed as a delivery service for years, bringing food to customers’ homes. The new drive-through service has also existed in alpha form for Amazon employees before, only now being released to the Seattle public. There is also the well-documented Amazon Go, the checkout-free approach to grocery shopping that tracks what customers pick up and take with them, and charges them automatically. It doesn’t seem like AmazonFresh Pickup is aimed to replace Amazon Go by any means, as a recent report by The Verge suggest that Go might be expanding across the Atlantic to Europe in the foreseeable future.
So it seems that Amazon has its sights fixed on providing convenience in as many forms as possible. Who knows, maybe the idea of actually going inside a store will one day feel outdated and strange. For now, we’ll have to let Seattle be the judge.