Amazon Fresh vs. Whole Foods: Which is Better?

Amazon’s acquisition of Whole Foods was the beginning of Amazon’s expansion in the grocery business. Since then, Amazon continued to expand its physical presence, especially with Amazon Fresh.

In this article, I’ll cover the similarities and differences between Amazon Fresh and Whole Foods.

The main differences between Amazon Fresh and Whole Foods are the type of groceries they offer and the price points. Amazon Fresh offers a wide selection of national brands, private label, and store-made products at a low price, whereas Whole Foods offers organic products at a higher price point.

Let’s continue to explore the differences between Amazon Fresh and Whole Foods. I’ll also share with you the innovation Amazon offers its customers with Amazon Fresh stores.

Just keep reading to find out more!

What Is Amazon Fresh?

A subsidiary of Amazon, Amazon Fresh is the e-commerce behemoth’s answer to online grocery shopping and delivery.

It provides customers the convenience of browsing online and then delivering the cart directly to the customer’s home.

Though there are storefronts as well, online shopping is Fresh’s forte.

Amazon Fresh offers products in the categories of food, beverages, household items, baby and pet care, and personal care, and also a separate menu of local and seasonal offerings.

There are also a limited number of items available from the main Amazon store.

Customers search by zip code to link to local items, as well as ensure the items they want are in stock at the nearest location.

In 2020, Amazon Fresh introduced several brick-and-mortar stores around the U.S., including Los Angeles, Chicago, Philadelphia, Seattle, and Washington, D.C.

What Is Whole Foods?

For shopping purposes, Whole Foods hasn’t changed much from its original reputation, even after its acquisition by Amazon.

Whole Foods is a bastion of the organic foods market, which naturally comes with a higher price tag.

It reaches customers who are health-focused and don’t mind spending a little more on their groceries for the guarantee of clean eating.

The Differences Between Amazon Fresh and Whole Foods

Amazon Fresh and Whole Foods are targeting different consumer segments. Whole Foods sells natural, organic, and clean foods serving health-conscious consumers. Amazon Fresh focuses more on everyday grocery items with a wide assortment.

They both complement each other and allow Amazon to reach a broader range of consumers. Being under the Amazon umbrella, Amazon Fresh and Whole Foods have similar perks, especially for Prime members.

Customers can order groceries from both Amazon Fresh and Whole Foods using the Amazon website or the app.

Prime members get free two-hour delivery for orders over $35 in eligible locations. The pickup option is also available to Prime members with no minimum order requirement. 

You can find out if Amazon Fresh is available in your area on the website. To confirm Whole Foods’ availability, you can click here.

One other difference between Amazon Fresh and Whole Foods was that Amazon Fresh didn’t have a storefront until 2020. All Amazon Fresh orders were delivered from Amazon warehouses, whereas Whole Foods orders were delivered from local Whole Foods stores.

But that changed with an announcement from Amazon in August 2020. Amazon announced the opening of its first Amazon Fresh store in Woodland Hills, CA.

Woodland Hills was the test store for Amazon Fresh, with the potential to expand to other locations. Amazon has been opening more Fresh stores since then, so visit their website to find out the most current store locations.

Amazon Fresh store comes with high-tech equipment that takes grocery shopping to the next level! Amazon also has additional benefits for its customers shopping at the store.

The Similarities Between Amazon Fresh and Whole Foods

Both are available online to Amazon subscribers.

As part of the mega-corporation that Amazon is, you can simply log in to your Amazon account to access both resources, browse the offerings and prices of each, and decide which makes sense for you to utilize for your particular shopping list and budget.

Both Amazon Fresh and Whole Foods offer multiple types of delivery for those shoppers who prefer staying home or cannot get to a store to shop in person.

And both offer quick delivery, as well as rush service for an extra fee on top of their regular delivery.

Types of Orders Available on Amazon Fresh vs. Whole Foods

This is one area where the two businesses are essentially the same.

Let’s look at what types of orders each offers and how they stack up to each other.

1. Attended Deliveries

Both Amazon Fresh and Whole Foods orders are available as an attended delivery service.

Simply note a period of time in which you’ll be home to receive your groceries, and a courier will deliver your order directly to you.

This service is great for shoppers who want to make absolutely sure their items make it to them, traveling from human hands to their own hands, without safety concerns.

Depending on your living situation, this service can work with a doorman or security guard to ensure your delivery makes it to you safely.

Virtually the only place attended deliveries are not available is a college dorm.

2. Deliveries to Doorstep

There is also the option of having your groceries left on the doorstep for you to pick up when it’s convenient (though for refrigerated items, it’s recommended you keep watch and bring them in as soon as possible).

Like attended deliveries, you choose a time you’ll be home, and a courier leaves the items on your front stoop or next to your door.

Doorstep deliveries aren’t available for limited-access buildings—for this, you might consider attended deliveries so an Amazon employee can navigate the layout of your residence.

When you make your order, detail delivery instructions as clear as possible (for example, “blue door next to the fire escape”) so that your groceries make it to you quickly and safely.

3. Pickup Orders

For customers who don’t mind traveling to the grocery store to pick up their items, this type of order is the best guarantee that your items don’t encounter any issues in transit.

Choose a time slot as little as 30 minutes from when you order, and your groceries will be waiting for you when you arrive at the store.

Final Conclusion: Is Amazon Fresh or Whole Foods Better?

So now you know the differences between Amazon Fresh and Whole Foods. The main differences are the type of products they offer and the price points.

Amazon Fresh is an everyday grocery store with low prices, whereas Whole Foods focuses on natural and organic foods at a higher price point.

Amazon Fresh stores may be a game-changer in the grocery industry because of the high-tech service they offer to customers, like Amazon Dash Cart and Alexa voice assistance kiosks.

How will Amazon’s competitors respond to Amazon’s innovative services? Time will tell. But if the high-tech innovation takes hold among grocery shoppers, Amazon will stay ahead of the curve with the first mover’s advantage.