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What is Amazon Fresh (Originally Prime Now) & What Can You Get Out Of It This Christmas

The rise of e-commerce in recent years has also seen a sharp increase in online grocery shopping. In Singapore, Amazon.sg has become increasingly popular among locals ever since its launch in 2019, and for good reason. The launch of Amazon Fresh on 8 December improves upon what we currently know as Amazon Prime Now. And its launch comes at no better time for shoppers to get some last-minute Christmas shopping sorted.

Like Prime Now, Amazon Fresh is an ultra-fast two-hour grocery delivery service that is free for Amazon Prime members. It lets Prime members streamline their shopping experience specifically for grocery, as well as general shopping needs holistically on Amazon.sg and the Amazon app.


What makes Amazon Fresh different from Amazon Prime Now?

Amazon Prime Now, as we know it, is an ultra-fast two-hour grocery delivery service that is free for Amazon Prime members. Previously, you could only use it via a mobile app, which meant that it could only be accessed separately from Amazon.sg (which is available on desktop and app).

Amazon Fresh is a brand-new category on the Amazon App (available on the App Store and Google Play) as well as Amazon.sg on web browsers. It effectively replaces the Amazon Prime Now app, and for those who are still using the service, booting the Prime Now app actually redirects you to the Amazon Fresh section on the Amazon Shopping app.

To access Amazon Fresh on both the Amazon Shopping app on mobile devices as well as Amazon.sg on web browsers, all you need to do is look for the “Fresh” header on the main page. That’s it; no need to fuss over switching over to a different app to enjoy this two-hour grocery delivery service — it’s all done under one app (or web browser for desktop users)!

But of course, the mere rebranding from Prime Now doesn’t stop with the name change and the integrated platform experience. Besides the ability to enjoy a greater selection with thousands of chilled, fresh and frozen products, and daily essentials, there are also a handful of new features available too. 

The new features include personalised product recommendations, extended delivery window visibility, and one that is mega helpful for those of us who tend to be forgetful: the ability to add items to existing orders. No more scrambling to put together another order to hit the minimum spending of S$60 just to get free shipping! 

Amazon is also introducing a new Recipes feature for Prime members to get meal-time inspiration. Created in collaboration with Barilla, Knorr, Lemnos, Meat Affair, Wolf Blass, and more, Prime members will be able to whip up delicious dishes from popular recipes, including cocktails, with fresh local produce and ingredients from Amazon Fresh.

To add on to the typical groceries one can find on Amazon Fresh, Amazon is also collaborating with several local enterprises such as Cultured Greens, Hai Sia Seafood, Kee Song Chicken and Tiong Lian Meats to bring Singaporean Prime members fresh and local foods from their favourite local brands

The Prime Now app will continue to remain available for a limited time to give Prime members the time to make the switch to Amazon Fresh on the Amazon app.


Are there any deals I can look forward to with Amazon Fresh?

As it so happens, there is a launch promotion for Amazon Fresh. From now until 31 December 2020, Prime members will enjoy up to 30% off selected products, 2-for-1 deals from select brands, gift-with-purchase promotions, and seasonal favourites this holiday season.

These deals include:

  •  December 15 – 21
    • Buy 1 add 1 free on selected Grain-Fed Beef, Organic Lamb, and Sausages from Ryan’s Grocery
    • Save up to 30% on Laundry Essentials, Health and Personal Care with brands like Colgate, Corlison, Neutrogena, Nivea, and Greenlife
    • Save up to 30% on Remy Cointreau products, with a minimum purchase of any three items
    • Save up to 30% on selected CJ Korean products including Bibigo range of dumplings, gyoza and mandu
  • December 22 – 28
    • Buy any two pints from The Ice Cream & Cookie Co at S$17.99; Buy 2 Add 1 Free on Cups from The Ice Cream & Cookie Co
    • Get a free Mistral Purifier worth S$69 with minimum spend of S$88 on Nestle products
    • Save 30% on selected products from beloved baby brands including KIDZLOFT, Bloom & Grow, Tommee Tippee, ITOTS
    • Save up to 30% on select Truffle products, Pasta and others from Wholesome Harvest (Retartu, Kitchen & Love, The Daily Crave just to name a few!)
    • Save up to 30% on Skincare & Makeup from Florray

How will Amazon Fresh help with my Christmas shopping?

Actually, Amazon Fresh just might be that saving grace you were looking for for some last-minute Christmas shopping. Aside from grocery items, there are also general categories for Baby/Toys/Books, Household, Health & Beauty, and Electronic products. Need some gifts delivered to your doorstep stat? Get it either within the day in 2-hour delivery slots, or opt for its new super-fast and convenient one-hour delivery service at a nominal fee of S$9.99.

Customers can buy gifts with confidence on Amazon.sg knowing that thousands of items shipped are eligible for free and convenient returns just in case your last-minute shopping isn’t up to snuff. To back that up, this year’s return window is even longer; items shipped between now and 31 December 2020 can be returned until 31 January 2021.


Do I need an Amazon Prime membership to use Amazon Fresh?

Absolutely. If you haven’t become an Amazon Prime member yet, now might be the best time to do so to get the best out of Amazon Fresh. For just S$2.99 per month (or a 30-day free trial if you just want to dip your toes in the water), Prime members can get access to Amazon Fresh and enjoy free two-hour delivery on orders above S$60. In addition, Prime members can enjoy free one-day delivery on domestic Prime-eligible items on Amazon.sg and free international delivery on orders above S$60 from the Amazon International Store.

As if that’s not enough, there’s free access to Amazon Prime Video, which boasts tons of exclusive and award-winning Amazon Original series and other popular movies, and free games, in-game content, and Twitch subscription with Amazon Prime Gaming.

Interested to try? New Prime members can enjoy S$20 off their first Amazon Fresh order with a minimum spend of S$60 using the code FRESH20.

Already an existing Prime member? There’s a POSB/DBS card promotion currently ongoing from 13 to 24 December. Spend S$120 or more on Amazon Fresh and you’ll get a S$15 Amazon.sg Gift Card added to your Amazon account for use on a future purchase.


With Amazon Fresh available now on Amazon.sg and on the Amazon app on iOS and Android, you’ll be ensured of a smooth and snappy holiday shopping experience. Happy holidays and happy shopping!


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