Amazon has upgraded its AmazonFresh online shopping business following a half decade of trials to prime Members.
HumanIPO reported last week on launches to occur in the San Francisco Bay in 2013, followed by 20 urban-based rollouts next year, including non-United States destinations.
A 90-day free trial of AmazonFresh has now been launched to Prime members, who pay an annual subscription fee of US$79.
Trial expiration will follow with a Prime Fresh membership upgrade with a US$299 fee per year.
Whereas the initial Prime service offered free two-day shipping on millions of products, same-day overnight delivery can be expected from Prime Fresh for orders exceeding US$35 from more than half a million of products.
Despite the extra cost, Amazon believes the enhanced subscription will lead to more frequent purchases, Reuters reported.
Amazon’s extended e-commerce is competing with Wal-Mart Stores Inc., who has tested grocery delivery, as well as grocery chains such as Safeway, Whole Foods Market and Kroger.
