Amazon expands same-day service for perishable groceries, intensifying battle with Instacart

Bananas, blackberries, limes and more — Amazon’s same-day delivery of perishable grocery items has expanded across the U.S. to more than 2,300 cities and towns, the company announced Wednesday.

Amazon launched the expanded offering earlier this year, allowing customers to integrate items such as fresh produce, seafood, milk and more into their regular shopping orders of electronics, books, clothes, and household essentials.

And customers have responded.

Fresh groceries now make up nine of the top 10 most-ordered same-day items, according to Amazon, with a 12-pack of toilet paper rounding out the bunch.

Analysts say Amazon’s rapid expansion of same-day delivery for fresh groceries marks a meaningful escalation in its long-term push into perishable food — a category where it has historically lagged.

The company’s scale and logistics reach allow it to serve both small towns and large metro areas without relying on third-party platforms, according to Wedbush, which noted in a report Wednesday that the expansion ramps up competitive pressure on Instacart, whose business relies heavily on grocery delivery subscriptions.

Analysts also say the stronger grocery offering makes Amazon Prime’s $139 annual membership more attractive, while weakening the value of Instacart+, which recently scaled back key subscriber benefits. Amazon is also increasingly competing with the grocery efforts of Uber Eats and DoorDash, according to Wedbush.

In most areas, the same-day deliveries are free for Amazon Prime members for orders that cost more than $25. If the purchase is below that amount, the cost is $2.99. For shoppers without a Prime membership, the delivery tacks on a $12.99 fee.

Since this summer, Amazon has expanded the fresh grocery selection available for same-day delivery by more than 30%, including offerings from Whole Foods Market and Amazon Grocery, the company’s new private brand, which now includes over 1,000 items, with most priced under $5.

Amazon is also seeing a shift in shopping patterns as customers who add fresh groceries to their orders shop about twice as often as those who don’t.

GeekWire tested the same-day service in June, placing a late-night order that arrived in the morning and included apples, cucumbers, and blueberries alongside non-perishable items.

Amazon says it plans to expand same-day perishable grocery delivery to more cities and towns in 2026.

The expansion of same-day perishable delivery comes as Amazon is also testing a new ultra-fast option called Amazon Now, which promises delivery in 30 minutes or less. GeekWire tested this service earlier this month, and received a frozen pizza, hummus, bread and more in 23 minutes, from order click to delivery drop-off in Seattle.

Amazon has for years been expanding and experimenting in the grocery space. In 2007, it started offering grocery deliveries in Seattle through Amazon Fresh, then offered Amazon Fresh grocery pick-up sites and eventually started opening Amazon Fresh grocery stores beginning in 2020. It acquired Whole Foods Market in 2017.