In October 2019, months before the coronavirus crisis hit, Amazon.com made a strategic decision to offer free grocery delivery to those in the U.S. with a Prime subscription. This step was another sign that Amazon was actively working to establish itself as a serious player in the grocery space.
When it rolls out a new service, Amazon gets a great deal of attention. The trouble is that rival retailers often find themselves on the defensive even if they already offer similar, or better, benefits. In a survey of North American food retailers conducted by RELEX and EnsembleIQ last year, nearly half said they think Amazon is taking market share.