Amazon launches grocery pickup in 30 minutes at Whole Foods

Just six months after Amazon partnered up with Whole Foods for grocery delivery, it’s now enabled customers to pick up their pre-ordered goodies from the store.

On Wednesday, Amazon announced the launch of grocery pick-up for U.S. Prime customers in select Whole Foods stores, starting with Sacramento and Virginia Beach, and expanding to other cities throughout 2018. 

In February, Amazon launched its partnership with Whole Foods and its Prime Now delivery service, which meant Prime customers in select U.S cities are able to get Whole Foods fresh produce, meat, seafood, baked goods, alcohol, flowers, and other pantry items delivered straight to their doors.

Now, using the Prime Now app, customers can also pick their groceries up — just choose the “pickup” option in the app’s checkout. Then, you’ll be able to roll up to Whole Foods and have your groceries loaded into your car in just 30 minutes — no aisle wandering included. Plus, you can let the store know you’re on your way in the app, so they have an idea of how far away you are.

Another little perk, Prime Now shoppers get their own pickup spot in the Whole Foods carpark, and someone will bring your groceries to the car for you.

If you’re in a hurry, though, it’ll cost you. Picking up your groceries in 30 minutes will incur a $4.99 fee, but it’s free if you can leave it up to an hour. Pickup and delivery from Whole Foods is available daily from 8 a.m. to 10 p.m.

“Pickup from Whole Foods Market is a perfect option for customers who want to grab healthy and organic groceries at their convenience, all without leaving their car,” said Stephenie Landry, worldwide vice president of Prime Now, AmazonFresh and Amazon Restaurants, in a press statement.

“A customer can order at 5:00 p.m., pick up at 5:30 p.m., and we’ll have their groceries loaded into their car just minutes after arrival.”

Amazon’s partnership with Whole Foods has already proven relatively fruitful within its first year. 

Recent data found that customer traffic was up 2.4 percent at Whole Foods stores during the first five months of 2018, which Bloomberg attributes to Amazon’s special cut-price deals on various items. But the publisher also noted that while Whole Foods customers are greater in number, they’re reportedly spending less.

The impact of the grocery pick-up service remains to be seen — how much will people use it? And how much will they spend?