Cooks will now rest with the assurance that their ingredients, mastered at Allrecipes can be delivered to their doorstep in record time through AmazonFresh.
Allrecipes, founded in 1997, is an online recipe business with over 80 million users. The integration with AmazonFresh means that these users will see an AmazonFresh widget as they browse through recipe pages, giving them the option to complete the purchase on Amazon’s website and get the ingredients shipped if they live in locations where AmazonFresh delivers. AmazonFresh, which is about a decade old is shutting down in neighborhoods across nine states; Virginia, Delaware, Massachusetts, New York, Pennsylvania, California, Connecticut, New Jersey and Maryland. However, the business continues to operate in other locations nationwide.
There are other options for delivery on Allrecipes including Target, Wal-Mart and Whole Foods, which was acquired by Amazon for $13.7 billion in August. It’s notable that this is the first occasion that AmazonFresh has deployed direct API integration with another platform. AmazonFresh, Amazon’s grocery delivery service costs $15 a month in addition to the $100 per year Prime membership fee.
A comparable integration was done with Instacart in 2015 but it seems to have died naturally since it’s no longer seen on the Allrecipes portal.
Partnerships with Amazon aren’t new to Allrecipes. In 2016 the Seattle-based online recipe giant, released the first cooking skill for Alexa, Amazon’s digital voice assistant. In June of this year, Allrecipes released a new skill for the touch-screen Echo Show and Amazon included an Allrecipes skill when it launched the Dash Wand with Alexa.
Allrecipes, which boasts of 1.5 billion annual visits will benefit from Amazon’s huge pool of customers who will enjoy seamless shopping with the integration.
Amazon is spreading its tentacles in the grocery arena and its influence now straddles various subsectors. After the acquisition of Whole Foods Market, Amazon has launched its own meal kit delivery arm which has put pressure on Blue Apron. This has sent Blue Apron’s shares tumbling 47 percent since the IPO on the New York Stock Exchange in June.