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Amazon has decided to retire its Prime Now mobile app, and will now make its services available via the Amazon site and app.

Stephenie Landry, vice president of grocery at Amazon, said in a blog posting this morning that "Prime Now has become a customer favorite, attracting millions of Prime members around the world with ultrafast delivery of everyday essentials, gifts, toys, high quality groceries, and more from Amazon and local stores. To make this experience even more seamless for customers, we are moving the experience from a separate Prime Now app onto the Amazon app and website so customers can shop all Amazon has to offer from one convenient location.

"Whether it's two-hour delivery from Amazon Fresh, Whole Foods Market, or one of our local stores like Bartell's in Seattle, Morrisons in Leeds, or Monoprix in Paris, Prime members will find what they need alongside the millions of items available on Amazon. Now that the Prime Now experience has a new home on Amazon, we will retire the Prime Now app and website worldwide by the end of this year."

Landry notes that "in India, Japan, and Singapore, we've already moved the Prime Now experience onto Amazon and retired the Prime Now app and website. In the U.S., we began making two-hour delivery from Amazon Fresh and Whole Foods Market available on Amazon in 2019."

KC's View:

I'm a big Prime Now user - I have a Whole Foods about a quarter-mile from my house, and I've loved the ability to order using Prime Now and then just drive to the store for curbside pickup during the pandemic;  lately, I've been walking down and going into the store.

It'll be interesting to see how it all integrates with Amazon … I can't imagine it'll be a problem, since eliminating customer friction is a high priority at the company.