Amazon.com, Inc. (NASDAQ: AMZN) introduced on Tuesday their new push towards brick-and-mortar retailers. Instant Pickup, a free service offering Prime and Prime Student members a curated selection of daily essentials available for pickup in two minutes or less at five of Amazon’s fully staffed pickup locations in Los Angeles, Atlanta, Berkeley, Calif., Columbus, Ohio, and College Park, Md. Items available with Instant Pickup include snacks, drinks and electronics, as well as some of Amazon’s most popular devices.
"I want to buy a can of coke because I’m thirsty," said Ripley MacDonald, Amazon's director of student programs according to a report by Reuters. "There’s no chance I’m going to order that on Amazon.com and wait however long it’s going to take for that to ship to me."
Amazon has previously demonstrated how serious they are in regards to tackling the food industry, as it acquired Whole Foods Market Inc for $13.7 billion. Yet products like fresh produce are not an attractive proposition to order online.
“Instant Pickup is another way Amazon is making life more convenient for Prime members,” Ripley MacDonald, explained. “As shopping behaviors continue to evolve, customers consistently tell us that they want items even faster. Whether it’s a snack on-the-go, replacing a lost phone charger in the middle of a hectic day or adding Alexa to your life with an Echo, Instant Pickup saves Prime members time. While Instant Pickup is available at select pickup locations today, we’re excited about bringing this experience to more customers soon.”