Amazon announced Tuesday that it is dropping its nearly $15 monthly fee for Prime members in the U.S. to use its grocery delivery service.
Prime users can now order groceries from services including Amazon Fresh and Whole Foods Market with free, two-hour delivery or pay for express one-hour delivery, the company said.
The service is available across 2,000 cities and towns, and users can still shop through other portals such as Prime Now, MarketWatch reports.
“We think that’s going to be a game-changing offer that members will come to value as a key part of Prime membership,” Stephenie Landry, vice president of grocery delivery, told the business news outlet.
Landry called the delivery service “one of the fastest-growing businesses at Amazon” as the company aims to compete with other brands, such as InstaCart and Walmart, to dominate the online food-selling market.
Amazon’s one-day grocery delivery counters Walmart’s free two-day offer.
Digital grocery sales are expected to reach $150 billion in the U.S. by 2025, MarketWatch notes.