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Amazon will end Prime Now as standalone service, integrate speedy deliveries into main app and site

Inside an Amazon Prime Now Hub. (GeekWire File Photograph / Kevin Lisota)

With Amazon providing more and more quicker supply instances — not simply one-day or same-day however typically a matter of hours — the distinction between Amazon.com and its Prime Now speedy supply service has change into increasingly slender.

Now the excellence goes away solely.

Prime Now will probably be built-in into Amazon’s predominant e-commerce web site and app beneath a plan introduced by the corporate Friday morning.

Stephenie Landry, Amazon vice chairman for grocery.

Amazon “will retire the Prime Now app and web site worldwide by the top of this yr,” writes Stephenie Landry, Amazon vice chairman of grocery, in a submit asserting the information.

The aim is to create a extra seamless expertise for purchasers, she writes. Amazon will now not use the Prime Now identify in any respect after the transition, a spokesperson confirmed.

Prospects will nonetheless be capable of order two-hour supply from Amazon Recent, Complete Meals Market and unbiased retailers that had been featured within the Prime Now app, Landry’s submit says.

Landry wrote the unique Amazon six-page planning doc for the challenge in 2014, beneath the code identify “Houdini.”

The service launched in New York lower than 4 months later, providing one- and two-hour supply. It “turned the inspiration for Amazon’s ultrafast grocery and same-day supply companies,” Landry writes within the submit.

The transfer to part out Prime Now comes as Amazon continues to construct out its last-mile supply capability, creating new Supply Stations across the nation.

Amazon is working with a rising variety of Supply Service Companions firms, unbiased companies that contract with the corporate to ship packages in Amazon-branded vans and uniforms. Amazon says greater than 100,000 individuals are actually employed by these firms.

On the corporate’s current earnings convention name, Brian Olsavsky, Amazon’s chief monetary officer, stated that almost all of Amazon packages are actually being delivered by its personal supply community somewhat than companions equivalent to UPS and the Postal Service.

One of many benefits, Olsavsky stated, is the power to ship out packages in a “steady stream,” with teams of orders leaving its warehouses 5 or 6 instances a day, somewhat than getting handed off in a single batch to a different supply firm.