$10 Monthly: The New Amazon Prime Trial Offering Limitless Food Deliveries

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Amazon is conducting a trial in Denver, Sacramento, and Columbus, offering Prime members unlimited grocery delivery for $9.99 per month. This strategic move positions Amazon directly against competitors like Walmart, Postmates, and Instacart. 

The adjustment in Amazon's grocery strategy, which includes a flat monthly fee for unlimited deliveries, seems aimed at attracting a broader customer base, especially those using Amazon Fresh or making frequent Whole Foods purchases. While the $35 minimum order requirement makes the service convenient for larger households and individuals, the challenge lies in convincing less frequent customers of its value. 

This test reflects a significant step in the evolution of e-commerce, emphasizing the growing importance of convenience and speed in shaping consumer purchasing habits and potentially impacting the retail market structure. 

However, the outcome remains uncertain as the trial is geographically limited, and results are awaited.

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