Amazon is shutting down its standalone Prime Now delivery app. The fast two-hour delivery options will only be integrated into the company’s main app and website, the company announced today. Prime Now services have already been integrated into the main app in India, Japan and Singapore, while Amazon in other countries is already directing Prime Now users to its main app and website through a pop-up, CNBC Notes. The stand-alone Prime Now app and website will be retired by the end of the year.
Originally launched in 2014, Prime Now was designed to enable Prime members to have key items delivered in hours, not days. The service was originally only available in a few cities, but has since expanded to over 5,000 locations worldwide, according to CNBC. Stephenie Landry, vice president of grocery at Amazon, wrote in a blog post that shutting down the separate app “will make this experience even more seamless for customers.”
Regardless, Amazon is opening new Amazon Fresh grocery stores to expand into the grocery industry. Amazon opened around a dozen Fresh stores in the United States last year and plans to open four more stores. Food analysts say there could be dozens more on deck.
Amazon accounted for 2.8% of the food market of $ 1.4 trillion in 2020, UBS analyst Michael Lasser estimated in a research report earlier this month. Lasser expects Amazon’s grocery market share to grow to 5.7% by 2025.