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Online Grocery Delivery Strategy in India: Amazon Prime Now`s Transition to Amazon Fresh

Global Economic Impact of Coronavirus – Assessment and Mitigation (B)
Case Code: MKTG434
Case Length: 8 Pages
Period: 2016-2021
Pub Date: 2021
Teaching Note: Available
Price: Rs.300
Organization : Amazon India
Industry :Retailing
Countries : India
Themes: Service Operations, Marketing Strategy, New Business Development,E-commerce
Global Economic Impact of Coronavirus – Assessment and Mitigation (B)
Abstract Case Intro 1 Excerpts


In mid-2020, US-based multinational technology company Amazon.com, Inc.’s Indian subsidiary Amazon India discontinued the ‘Amazon Prime Now’ (Prime Now) app that it had launched in February 2016. The app, launched as Amazon Now, was later rebranded as Prime Now. The app offered customers two-hour delivery of grocery items.

Prime Now was launched in select cities in India – Bengaluru, Delhi-NCR , Hyderabad, and Mumbai. However, the Prime Now service was meant exclusively for Amazon Prime members. Later, it received an update after which customers could purchase electronic items such as Amazon Echo and Kindle . After some time, customers were allowed to even purchase smartphones and accessories through the app.

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