Online Grocery Delivery Strategy in India: Amazon Prime Now`s Transition to Amazon Fresh
| Case Code: MKTG434 Case Length: 8 Pages Period: 2016-2021 Pub Date: 2021 Teaching Note: Available |
Price: Rs.300 Organization : Amazon India Industry :Retailing Countries : India Themes: Service Operations, Marketing Strategy, New Business Development,E-commerce |
Abstract Case Intro 1 Excerpts
Introduction
In mid-2020, US-based multinational technology company Amazon.com, Inc.’s Indian subsidiary Amazon India discontinued the ‘Amazon Prime Now’ (Prime Now) app that it had launched in February 2016. The app, launched as Amazon Now, was later rebranded as Prime Now. The app offered customers two-hour delivery of grocery items.
Prime Now was launched in select cities in India – Bengaluru, Delhi-NCR , Hyderabad, and Mumbai. However, the Prime Now service was meant exclusively for Amazon Prime members. Later, it received an update after which customers could purchase electronic items such as Amazon Echo and Kindle . After some time, customers were allowed to even purchase smartphones and accessories through the app.
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