It appeared that Amazon was getting ready to jump into the prepared meal kit market. This was based on plans already reported and on trademark filings. Blue Apron saw a hit on their stock prices based just on this news. But, now, it looks like the internet giant is testing, at least in Seattle, their own Amazon Meal Kits. The news comes from a customer who has apparently ordered and fixed one.
GeekWire reported that Josh Chadd of Seattle ordered his meal, a pre-portioned box with Steak Au Poivre. The meal ships with an easy to follow recipe and all the ingredients needed to prepare the meal. According to Chadd, the meal he chose was just one of a number of different options offered to him by Amazon. It appears that the test offerings started around the end of June and was available for AmazonFresh customers.
The select people who are able to order the food during the trial period are being offered around 17 different meals. They range in price from just under $15 to under $19. Chadd said the Amazon offerings were up to par compared to HelloFresh, Home Chef, Sun Basket, and Blue Apron.
This Seattle area test points to the fact that the internet based super-mall is looking seriously at meal kits as a real service. Amazon, in the past, has spun up a business in a limited market to start, like they did wit AmazonFresh and grocery delivery. This new service may also be available in the cashier-less Amazon retail locations. The Amazon retail places people can actually walk into and shop as opposed to just ordering online.
Do not expect to see the meal kits outside of Seattle anytime soon. AmazonFresh grew very slowly, and is still not in all markets, compared to Amazon’s general ecommerce services. However, the thought of Amazon going nation wide must give companies like Blue Apron chills. Now that Amazon has acquired Whole Foods, this could give the Seattle company a larger food base to choose from allowing for more offerings than other, similar services.
It is just another was Amazon is reaching out and taking over, which is troublesome for some, but for the consumer, it can really make things much easier. Just think of asking Amazon Echo’s Alexa “what’s for dinner?” and instead of it calling Dominos for that standard pizza order, it offers items that can be delivered to the customer right now, and easily be cooked at home with little to no hassle.
What do you think about Amazon’s new Meal Kit service? Share your comments below.
By Cletus Dillwood
Photo Courtesy Amazon