PRIME NOW LLC
PRIME NOW LLC operates Amazon.com, Inc.'s grocery delivery ecosystem, offering ultrafast 2-hour delivery via Amazon Fresh and Whole Foods Market integration for Prime Members and SNAP EBT recipients across the United States.
- Company typePublic
- Founded1996
- Headquarters—
- Headcount101–250
- GTM typeB2C
- OfferingDigital Commerce or Content
What PRIME NOW LLC does
PRIME NOW LLC is a grocery delivery and omnichannel grocery operating entity within Amazon.com, Inc., headquartered in Seattle, Washington, and operating across the United States. The entity orchestrates Amazon Fresh, the online grocery storefront offering ultrafast 2-hour delivery for Prime Members, and integrates Whole Foods Market (acquired in 2017 for approximately $13.7 billion) as the physical retail arm. Its product portfolio spans Amazon Fresh, Whole Foods Market online and in-store, Amazon Dash Cart (computer vision and sensor fusion checkout), Just Walk Out shopping, Subscribe & Save, the $9.99/month grocery subscription (with a $4.99/month EBT tier), Same-Day Delivery, Amazon Key in-garage delivery, and Buy Again / Repeat Items reorder automation. Distribution is omnichannel: Amazon.com and Amazon Fresh Online, more than 500 Whole Foods Market stores, in-garage delivery in select areas, and local/specialty retailers surfaced through the Prime grocery subscription.
PRIME NOW LLC firmographics
Firmographics- Name
- PRIME NOW LLC
- Legal name
- Amazon.com, Inc.
- Website
- https://primenow.amazon.com
- Company type
- Public
- Founded year
- 1996
- Operating status
- Operating
- Headcount range
- 101–250 employees
- Short description
- PRIME NOW LLC operates Amazon.com, Inc.'s grocery delivery ecosystem, offering ultrafast 2-hour delivery via Amazon Fresh and Whole Foods Market integration for Prime Members and SNAP EBT recipients across the United States.
- Ownership category
- akta.pro rank
PRIME NOW LLC industry classification
Industry- Product category
- Online Grocery Delivery
- NAICS
- Couriers and Express Delivery Services (4921), Supermarkets and Other Grocery Retailers (except Convenience Retailers) (44511), Couriers and Express Delivery Services (492110)
- SIC
- Trucking & Courier Services (No Air) (4210), Wholesale-Groceries & Related Products (5140)
- akta.pro primary industry
- On-demand Grocery Delivery Platforms (CRAFAFAA)
- akta.pro secondary industries
- Grocery & Convenience Delivery Platforms (BPAMAHAC), Grocery Delivery (Online Grocery / Supermarket) (TLAAAHAC), Grocery & Convenience Delivery (TLAAADAD)
Keywords
PRIME NOW LLC business model
Business model- GTM type
- B2C
- Offering type
- Digital Commerce or Content
- Cost components
- Supply Chain, Operations, Infrastructure, Technology or R&D, Personnel
Revenue model
- Grocery Subscription: Monthly subscription at $9.99 per month for Prime members offering unlimited grocery delivery on orders over $35 ($25 in select regions) across Amazon Fresh, Whole Foods Market, and local grocery retailers. EBT cardholders can access benefits for $4.99 per month without a Prime membership.
- Grocery Product Sales: Revenue from direct sale of grocery and everyday essential products through Amazon.com, Amazon Fresh, and Whole Foods Market channels.
Pricing tiers
| Model | Billing | Price |
|---|---|---|
| Subscription | Monthly | Prime Member Grocery Subscription |
| Subscription | Monthly | EBT Cardholder Grocery Subscription |
Go-to-market motion2 records
Distribution channels4 records
Marketing channels3 records
PRIME NOW LLC product offering
Product offeringCore offering
PRIME NOW LLC runs Amazon's online grocery delivery and pickup service, combining the Amazon Fresh online grocery storefront, the Whole Foods Market physical retail and delivery integration, and local/specialty retailer fulfillment. Prime Members receive ultrafast 2-hour grocery delivery, free shipping on everyday essentials, and access to a $9.99/month Grocery Subscription (or $4.99/month for EBT cardholders) that provides unlimited delivery on qualifying orders.
Product overview
PRIME NOW LLC operates as a grocery delivery ecosystem within Amazon's platform, featuring Amazon Fresh as the core online grocery delivery product with ultrafast 2-hour delivery for Prime Members. The portfolio includes Whole Foods Market (both physical stores and delivery integration), the Amazon Dash Cart smart checkout-free shopping technology, Subscribe & Save subscription program for automatic deliveries, and a grocery subscription service ($9.99/month for Prime members). Additional offerings include Same-Day Delivery, In-Garage Delivery via Amazon Key, Buy Again reorder functionality, and Repeat Items automation. The products connect through Amazon's unified app and Prime membership, with some services requiring specific technology like computer vision (Dash Cart) or Alexa integration for voice ordering.
Differentiator
Problem solved
Functional benefit
Brands
- Prime Now: Ultrafast grocery and everyday essentials delivery service for Prime members
- Amazon Fresh
- Whole Foods Market
Products and services
- Amazon Fresh
Quantifiable outcome
- Save up to 15% on everyday essentials with Subscribe & Save
- +4 more outcomes
Companies that use PRIME NOW LLC
Customer profileNamed customers2 records
Segments3 records
Ideal customer profiles3 records
PRIME NOW LLC technology and API
TechnologyTechnology focussed Yes
API detail
- Has API
- No
- API docs
- API detail
Core technology
AI maturity
App detail
Integration5 records
AI capability6 records
Feature5 records
PRIME NOW LLC partnerships and signals
Strategic signalPartnerships
One partnership is on record.
- GrubhubminorPartnership provides free Grubhub+ membership for Prime members. This cross-promotional relationship drives value for Prime membership by including food delivery benefits alongside grocery delivery services.
Scale indicators1 record
Recent moves6 records
Expansion highlights5 records
PRIME NOW LLC competitors and assessment
Company assessmentRegional players
- FreshDirect: Online grocery delivery service primarily serving the Northeast US, focused on fresh and premium groceries. Direct competitor in online grocery delivery with comparable product offering, though with more limited geographic reach.
Direct peers
- Instacart: Pure-play online grocery delivery and pickup platform connecting customers to multiple grocery retailers. Directly comparable in product offering (online grocery ordering, same-day delivery) and target customer (US grocery shoppers).
- Shipt: Target-owned same-day delivery service for groceries, household essentials, and more from multiple retailers. Direct competitor in online grocery delivery with comparable subscription model (Shipt Membership) and delivery speed.
- DoorDash: On-demand delivery platform that has expanded beyond restaurants into grocery and convenience delivery via DoorDash Marketplace and partnerships with grocers. Comparable in last-mile delivery infrastructure and grocery delivery offering.
Emerging players
- Gopuff: Instant needs delivery platform with vertically integrated micro-fulfillment centers offering ultrafast (15-30 minute) delivery of convenience and grocery items. Competes with Prime Now's 2-hour ultrafast delivery on the speed dimension.
Others
- Grubhub: Food delivery platform integrated into Prime membership (free Grubhub+ for Prime members). Complementary ecosystem partner rather than direct competitor; comparable in on-demand food/grocery delivery infrastructure.
Broad incumbents
- Uber Eats: Uber-owned food and grocery delivery platform that has expanded into grocery and convenience items. Competes with Prime Now on the last-mile delivery platform business model and gig-economy fulfillment infrastructure.
- Walmart: Largest US grocery retailer offering Walmart+ membership with free grocery delivery, plus in-store pickup. Overlaps directly with Amazon Fresh/Prime Now for online grocery, while operating as a broader retail incumbent with deep physical footprint.
- Kroger: Largest pure-play US supermarket operator with Boost membership offering free delivery and fuel rewards. Comparable grocery delivery capability integrated with extensive physical store footprint, competing head-on with Amazon Fresh.
- Costco: Membership-based warehouse retailer offering grocery delivery through Costco.com and Instacart partnership. Competes for grocery share with bulk and value proposition, overlapping with Amazon Fresh's essentials offering.
Market position
Strengths4 records
Weaknesses4 records
Competitive moat5 records
Key risks5 records
Key highlights6 records
Customer concentration
PRIME NOW LLC social profiles
Digital presencePRIME NOW LLC financial estimates
Financial estimateRevenue estimate
Valuation estimate
PRIME NOW LLC leadership team
Management profileNumber of profiles
PRIME NOW LLC subsidiaries and ownership
Company hierarchySubsidiaries2 records
PRIME NOW LLC funding detail
Funding detailFunding overview
Funding rounds
Investors
Funding detail is available on the Subscription and Enterprise plan.Contact sales →
PRIME NOW LLC M&A and investment
M&A and investmentM&A
Investments
M&A and investment is available on the Subscription and Enterprise plan.Contact sales →
Frequently asked questions about PRIME NOW LLC
What does PRIME NOW LLC do?
PRIME NOW LLC runs Amazon's online grocery delivery and pickup service, combining the Amazon Fresh online grocery storefront, the Whole Foods Market physical retail and delivery integration, and local/specialty retailer fulfillment. Prime Members receive ultrafast 2-hour grocery delivery, free shipping on everyday essentials, and access to a $9.99/month Grocery Subscription (or $4.99/month for EBT cardholders) that provides unlimited delivery on qualifying orders.
Is PRIME NOW LLC a public or private company?
PRIME NOW LLC is a public company. It is classified as public and is currently operating.
When was PRIME NOW LLC founded?
PRIME NOW LLC was founded in 1996. It employs 101 to 250 people.
How does PRIME NOW LLC make money?
Two revenue lines are on record. Grocery Subscription is the primary driver. The others are grocery Product Sales.
Who are PRIME NOW LLC's main competitors?
FreshDirect is listed as a regional player. Direct peers are Instacart, Shipt and DoorDash. Gopuff is listed as an emerging player. Grubhub is listed as an others. Broad incumbents are Uber Eats, Walmart, Kroger and Costco.
Does PRIME NOW LLC have an API?
No public API is recorded for PRIME NOW LLC.
What industry is PRIME NOW LLC in?
PRIME NOW LLC's product category is Online Grocery Delivery. Its primary akta.pro industry code is CRAFAFAA, On-demand Grocery Delivery Platforms, with a secondary code of BPAMAHAC, Grocery & Convenience Delivery Platforms. Its NAICS code is 4921 and its SIC code is 4210.