Amazon kicks off free Whole Foods delivery in four cities

Instacart Google Postmates and others already deliver from Whole Foods

Instacart Google Postmates and others already deliver from Whole Foods

BIIThis story was delivered to BI Intelligence "E-Commerce Briefing" subscribers hours before appearing on Business Insider.

Prime customers can start shopping today for thousands of items, from an array of fresh produce, everyday staples, flowers, meat, seafood and local goods from Whole Food Market.

Since Amazon bought Whole Foods a year ago, rival grocers have been working to increase delivery, anxious about what Amazon might do.

Virginia Beach is one of four locations to open the service that plans to expand further in 2018. Daily delivery is available from 8 a.m.to 10 p.m.

Prime customers can enjoy free two-hour delivery for orders over $35 from Whole Foods Market.

For an extra $7.99, orders are guaranteed to be delivered within one hour. But a recent said some Whole Foods employees are complaining about a new inventory management system created to cut down on food waste.

Amazon and its recently-acquired subsidiary Whole Foods Market are once again raising the bar for retailers.

Since the acquisition, Amazon has dropped prices of certain items at Whole Foods and added some Whole Foods products online. Amazon and Whole Foods will have to find a way to make consumers trust the people picking their groceries, and they'll have to be transparent about their process for that to happen.

In related news, Amazon said Thursday that it will offer through its Prime Now service in select cities. Target, for example, bought grocery-delivery company Shipt. Can't wait two hours for your coconut oil to arrive?

The man who ran 's Prime membership program will now be spending more of his time at Whole Foods.

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