Amazon’s grocery pickup concept finally opens — for Prime members only

Amazon’s latest grocery initiative is now up and running for customers.



AmazonFresh Pickup, the online grocer’s drive-by grocery delivery service, allows Amazon Prime members to order groceries online and pick them up in as little as 15 minutes. The concept launched in March, with two locations in Seattle. Initially in a beta mode, the service was available only to Amazon employees. But as of May 25, it is now open also to Amazon Prime members in the general public.



Here’s how the service works: Shoppers order online from AmazonFresh’s selection, which features “thousands of grocery items available at low prices — including high-quality meats, fresh produce, bread, dairy, household essentials and more,” according to the company’s website.



Shoppers can reserve a pick-up time — in some cases, as early as 15 minutes after ordering — and drive to their selected location where they can opt for one of two pickup options. Shoppers that pull into a dedicated parking space will have groceries delivered and loaded into their car by an Amazon employee. Shoppers can also pick up orders in a dedicated reception room, the website reported.



Amazon has also taken measures to drive customer engagement during each visit. Integrating technology that automatically recognizes vehicle license plate numbers will serve as an automatic check-in, identifying shoppers upon their future arrivals, and signaling employees to bring orders out. The service can be disabled from Amazon’s website, according to AmazonFresh Pickup FAQ page.



Unlike its AmazonFresh grocery service, the company’s AmazonFresh Pickup is free and exclusive to Amazon Prime members. The retailer’s AmazonFresh delivery service costs $14.99 per month. There is no minimum order.