Amazon has started selling fresh fruit and vegetables in Italy through its Prime Now service. For now, the fresh produce can only be ordered online by people living in the city of Milan and 34 municipalities in the back country, but if it happens to be a big success, more cities will probably follow.
Shoppers in Italy now have the choice from 30 different fruits and vegetables in the Amazon Prime Now app. These fresh produce items are available within a one or two-hour delivery window from 8 AM to midnight, seven days a week in Milan and 34 municipalities in the surrounding area, the press release makes clear.
Amazon Prime Now in Italy
Consumers already had the option to order grocery items such as frozen food, refrigrerated items and products like bread, pasta and coffee, as Amazon launched Amazon Prime Now in Italy in November last year. Mariangela Marseglia, director of Amazon Prime Now Europe, told FreshFruitPortal that the launch of the fresh produce line is just the beginning. “We’re constantly striving to offer an ever vaster selection based on the needs of our customers.”
With a €19 minimum spend to guarantee free delivery in a two-hour time slot, delivery within an hour costs an additional €6.90. Amazon currently offers Milanesi a €20 discount on their first €50 shop, which effectively gives them their first year’s subscription to Amazon Prime free of charge.