We've used amazon a lot for ordering seltzer in our offices, and it doesn't have the selection (1/10th of ours). There's also a pain about managing delivery times. Amazon is optimizing for 'real-time' delivery, but what I care about is not having to think about my seltzer and just have it be taken care of. Amazon fresh experience is _not_ this. We're looking to remove as much mental overhead as possible, by simply always having your flavors, having predictable delivery, and making getting what you a delightful experience.
We've used amazon a lot for ordering seltzer in our offices, and it doesn't have the selection (1/10th of ours). There's also a pain about managing delivery times. Amazon is optimizing for 'real-time' delivery, but what I care about is not having to think about my seltzer and just have it be taken care of. Amazon fresh experience is _not_ this. We're looking to remove as much mental overhead as possible, by simply always having your flavors, having predictable delivery, and making getting what you a delightful experience.