Coming soon, and it does initially appear to be only for US users at this time, Amazon Fresh will be integrated into the most popular Allrecipes recipes. And users will be able to directly order any ingredients they need for delivery via Amazon Fresh, if they’re signed up and the service is available in their location.
Of course the real benefit here is that Amazon Fresh can delivery really quickly, often within a few hours. And that does make it different to similar services that have previously been available. You could be perusing a recipe in the morning and get the relevant items from Amazon in time to cook your evening meal.
Jon Werther of Allrecipes says of the deal: “We are proud to lead the way in food innovation for home cooks and for our brand partners. Millions of busy, family-focused home cooks come to Allrecipes.com every day to discover and plan their meals. Our integration with Amazon will make it easier for millions of home cooks to order all of the ingredients needed for dinner that night or for a weekly meal plan and have them delivered to their doorstep within hours. We’re providing an unparalleled level of convenience and making it that much easier to turn the food inspiration our audience sees on Allrecipes into reality.”
It’s another show of interest from Amazon when it comes to getting closer and more involved in the groceries market. And it’s also playing to Amazon’s strengths of using technology to solve problems and better utilising Prime to keep shoppers close to the Amazon fold.