Food delivery is food curation, a differentiation based on service rather than price competition. Amazon’s Fresh is struggling to win share, though it is very early to treat Amazon’s effort as fully deployed. Grocers and food growers have many paths to direct engagement with local customers available to them. What is certain: Going shopping will be less important than the experience in the home, where ingredients and customer intention (healthy eating, sustainable food sources, preparation assistance) make the difference when the buying decision is on the line.
Despite its dominance in online shopping, Amazon faces struggles to sell fresh foods online, with the AmazonFresh service accounting for less than 5% of sales from online-online grocers. Therefore, the report suggests that retailers shouldn’t try to “out-Amazon Amazon” but, rather, should focus on fresh food offerings.