Amazon has reduced the monthly membership fee for AmazonFresh in Germany. Prime members now also have the option to shop without an AmazonFresh membership and pay per delivery.
Removing a significant barrier
AmazonFresh, which was rolled out in Germany in 2017, offers a range of products to Prime Members in Berlin, Potsdam, Hamburg and Munich. The range includes fresh fruit and vegetables, meat and fish, baked goods, and local and organic products. Amazon has now reduced the membership cost to €7.99 from €9.99. The membership fee allows subscribers to receive an unlimited number of free Fresh deliveries over €40. If the order is less than €40, members will have to pay a delivery fee of €3.99, which is two euros cheaper than the previous offer.
This move follows the announcement last month that AmazonFresh is now a free benefit for Prime members in the US. Previously, members would pay $14.99 a month for the service. Reducing the monthly cost of AmazonFresh helps to remove a significant barrier and enables the service to become open to a larger amount of Prime shoppers, ultimately driving volume.
Offering more flexibility
Amazon Prime members in Germany are also now able to use AmazonFresh by paying €5.99 per delivery instead of the monthly membership option. Amazon will cater to more occasional and first-time users through adding this more flexible option. In September, Amazon launched a similar on demand delivery option for AmazonFresh in the UK. Amazon Prime members in eligible areas are now able to use AmazonFresh by paying £2.99 per delivery, with a minimum order value of £40.
Mark Hübne, Country Manager AmazonFresh Germany, commented:
“We believe the best shopping experience for customers is the combination of affordable pricing, attractive product selection and fast delivery options that give customers the flexibility to order when and how they want.”
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