EcommerceBytes-NewsFlash, Number 2951 - December 06, 2012     2 of 5

Yummy - Amazon Fresh Delivering Food In Seattle

By David A. Utter

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Once upon a time, the only food-related item a shopper could order from Amazon would be a cookbook. But no matter how much you might like The Joy of Cooking, its many pages still require you to do the cooking first.

Since then, Amazon became much more than just a purveyor of books. Even better for locals in the Seattle area, the company operates Amazon Fresh. This service recently debuted restaurant delivery as one of its features, with the delivery area limited to a select number of Seattle zip codes.

The selection of restaurants seems to have pleased Seattle Times food writer Rebekah Denn. She learned from Amazon how the company chose from among brands that customers had specifically requested.

Amazon Fresh started out as the company's foray into grocery delivery, with an emphasis on being able to deliver fresh produce, dairy, and meats. They also offer alcohol delivery. If customers spend enough based on delivery location they can also qualify for free delivery.

Because of the nature of how Amazon Fresh works, where orders are batched for delivery rather than delivered on-demand (like the way your typical pizza delivery works), restaurant items arrive with some assembly required. That $34 ribeye from Daniel's Broiler for example is ready to cook and includes instructions.

What Amazon Fresh does for those customers provides a way for them to enjoy a favorite brand without the usual travel and parking demands, basically a way to "eat out" without eating out. The efficiency of scheduled and batched pickups and deliveries should avoid the problems associated with just-in-time delivery models.

About the Author
David A. Utter is a freelance writer based in Lexington, KY. Find him on Twitter @davidautter and on LinkedIn.

About the author:

David A. Utter is a freelance writer based in Lexington, KY. He has covered technology topics from search to security to online business and has been quoted in places like ZDNet and BusinessWeek. He considers his appearance on NPR's "All Things Considered" with long-time host Robert Siegel a delightful highlight. Send your tips to and find him on Twitter @davidautter and on LinkedIn.

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