Fuelled By At-Home Shoppers, Kroger Tests Prime-Like Subscription Delivery Service

Fuelled By At-Home Shoppers, Kroger Tests Prime-Like Subscription Delivery Service

TOPLINE

With little fanfare, Kroger, the nation's largest traditional grocery, this spring began testing a $79 annual delivery service that functions much the same as the initial Amazon Prime — further evidence that Amazon's strategy of catering to the at-home consumer is gaining apostles.

A "pickup" sign is displayed at a Kroger grocery store as the coronavirus pandemic prompts some ... [+] consumers to avoid in-person shopping, on April 28, 2020 in Canton Township, Michigan. (Photo by Aaron J. Thornton/Getty Images)



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KEY FACTS





Kroger's Delivery Savings Pass allows consumers to have unlimited delivery via Instacart of grocery orders over $35 for the set $79 annual fee, avoiding the standard $9.95 per order charge and potentially saving