Amazon integrates Prime Now services into its main app

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Amazon is shutting down its Prime Now platforms, the firm announced today. Prime Now, launched in 2014, offered deliveries of essential items within hours rather than days for Prime members. The service was initially available in select locations but has since expanded globally. From now on, the speedy delivery service will be available on the Amazon app and site. The press release included a video showing this:

The integration provides consumers a one-stop solution for their needs, so they no longer have to open a different app if they want a speedy delivery. This means that they can shop, track orders, and contact customer service conveniently using the same app. Additionally, Amazon said that this shopping experience would be better suited to provide recommendations and items trending in a specific area, as it's going to be provided with more information about the user.

In some countries like India, Japan, and Singapore, Prime Now services have already moved to the main app, and Prime Now users in other countries are being directed to the Amazon app and website via a pop-up. The standalone app and website for the service will be retired at the end of 2021.

For its users in the U.S., Amazon began moving the two-hour delivery options from Amazon Fresh and Whole Foods on its official website and app back in 2019. Last year, Amazon started a one-hour grocery pickup facility from Whole Foods Market stores in the U.S. for orders worth $35 or more. Similarly, the firm is planning to move third-party retailers and local stores onto its main service by the end of this year. These local stores include Bartell's in Seattle, Morrisons in Leeds, and Monoprix in Paris.

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