Amazon’s Prime Now in Singapore becomes Amazon Fresh

Date : 09 December 2020

Soo-Eng Tan

Senior Retail Analyst

Amazon’s ultrafast grocery delivery service will be renamed as Amazon Fresh.

Amazon Fresh launched on

The new and improved version of the 2-hour grocery delivery service Amazon Prime Now now comes free with the Prime membership. Prime members will enjoy a greater selection and exclusive access to thousands of chilled, fresh and frozen products. The 2-hour grocery delivery service is free for orders above SGD60 (US$45).

Improved shopping experience for Prime members

The Amazon Fresh experience will offer Prime members a one-stop grocery shopping journey on and the Amazon Shopping app. New features in the Amazon Fresh shopping experience include:

  • greater selection
  • recipes created in collaboration with Barilla, Knorr, Lemnos, Meat affair and Wolf Blass
  • the ability to shop on desktop with
  • personalized product recommendations
  • extended delivery window visibility
  • and the ability to add items to existing orders

In addition to groceries, Prime members will also enjoy access to beauty, baby, household, personal care, toys and electronic products. Prime Now will continue to remain available for a limited time to give Prime members the time to make the switch.

Fresh local selection

Amazon is collaborating with local enterprises in fresh produce, seafood, chicken and meat to bring Prime members local food from their favourite brands. To celebrate the launch, Prime members will enjoy up to 30% off selected products until 31 December 2020.

"Customers have told us that they love the ultrafast, free delivery of Prime Now and we're excited to be able to introduce a new and improved shopping experience for Prime members with the launch of Amazon Fresh in Singapore," said Henry Low, Amazon Singapore Country Manager. "With Amazon Fresh, Prime members will enjoy a one-stop shopping experience on and continue to benefit from ultra-fast delivery, with more grocery supplies, deals and promotions than before. It is still Day 1 for us in Singapore and we are excited to continue to roll out new innovations to serve the needs of our customers".