Amazon has never shied away
from a challenge. Last week Amazon
expanded its grocery delivery service into India with the launch of its Pantry service in in Hyderabad, India where
customers can shop for over 4,000 everyday essentials.
In a press release Amazon
stated that "Using Amazon Pantry, customers can now shop for over 4,000
everyday essentials such as groceries and household products on the website and
mobile, fill a virtual box of items and have them conveniently delivered at
their doorsteps the following day,"
"Amazon Pantry makes it
convenient for customers to stock-up for a basket of frequently purchased items
while also increasing savings when compared to shopping at supermarkets,"
it added.
The newest international grocery retailer,
Amazon brought its premium subscription service - Amazon Prime - to India this summer. In India, Prime comes with unlimited one-day
and two-day deliveries with no minimum order size, apart from early access to
some deals on Amazon, as well as some Prime-members only deals.
Things are different in India
benefits available to Prime members in
the US the ilk of Amazon Music and Amazon Video - the shopping giant's video
and music streaming services respectively - are not available in the country at
this point. However Amazon will rollout incremental service over time and I
expect both Video and Music to be included.
Country to country differentiation is a key to
Amazon’s roadmap for success moving forward.
Amazon Pantry service was launched in the US for Prime customers only,
and it's noteworthy that the company has launched the service in India for
regular customers. There is a slight delivery charge for regular customers, but
Amazon Prime customers currently have a promotional offer where they do not
need to pay a delivery charge.
As with all new country launches there will be
lessons learned. However in the case of
Amazon it’s noteworthy that grocery items are high on the list of products they
want to deliver. With a growing middle
class, food, fresh food, food delivery including Ready-2-Eat and Heat-N-Eat
fresh prepared food will continue to drive success for retailer’s incremental
customers.
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