Instacart vs Amazon Fresh (what’s the difference, price + more)
Subsidiaries disclose: We may receive commissions for links in this article.
When Amazon overtook Walmart to become the world’s largest retailer, it was a watershed moment for the company, a testament to its growth and influence.
It’s a similar story for Instacart, which was founded in 2012 and dominated the grocery delivery market less than a decade later. But what happens when the two go head-to-head?
Amazon Fresh, the grocery delivery service for digital retailers, faces stiff competition from Instacart, which has the largest market share. How do the two compare? let’s see.
How is Instacart different from Amazon Fresh in 2022?
Instacart and Amazon Fresh are two completely different entities competing in the grocery delivery space. Amazon Fresh is free for Prime members, while Instacart customers can get free shipping with the Instacart Express subscription service. Currently, Amazon Fresh has a fairly limited reach, while Instacart is present in more than 5,500 cities across all 50 states.
It’s worth learning more about whether Amazon Fresh is cheaper than Amazon, where Amazon Fresh is available, which service is faster, and more. Which service is right for you? Read on to find out!
How is Amazon Freshness like Instacart?
Amazon Fresh and Instacart share the same broad target market: busy people with disposable income who would rather have someone else do their grocery shopping to free up their time.
And the two work in some ways that are similar at face value, like having orders delivered directly to your front door, with a same-day delivery window (even within hours).
They both mark up certain items, although Amazon Fresh is more about a certain sector (like meat), while Instacart is about certain retailers.
Plus, both Amazon Fresh and Instacart have subscriptions that give users unlimited shipping for free (and you probably already have Amazon’s).
What is the difference between Amazon Fresh and Instacart?
While the two share some similarities in their delivery models, Amazon Fresh and Instacart are completely different and not the same thing at all.
First, Amazon Fresh is a subsidiary of tech giant Amazon, while Instacart is its own entity, not tied to another online marketplace.
Amazon Fresh is also more limited in scope, as it is the digital marketplace where Amazon bought Whole Foods.
So if you like Whole Foods, Amazon Fresh could be a great way to get free shipping with your Prime account.
Meanwhile, Instacart is made up of hundreds of different retailers in North America, including well-known brands like Costco, Walmart, CVS, Aldi and Kroger.
This brings me to another major difference: Instacart shoppers go to local stores near customers to buy orders.
But Amazon Fresh collects orders from warehouses before shipping.
Finally, the last difference is the location.
Amazon Fresh’s service is limited to a few cities: New York City, Boston, Stamford, Philadelphia, Boston, Northern Virginia, and parts of New Jersey on the east coast.
They then also operate in parts of California and further west in Dallas, Chicago and Seattle.
Finally, if you live in London, UK, you can also have Amazon Fresh delivered to your door.
If you don’t live in that service area, you’re unfortunately out of luck – you’ll have to look for some other delivery service.
The service could be Instacart, because they cover a wider area: all 50 states, thousands of cities, and even most of Canada.
Not surprisingly, Instacart owns the grocery delivery market because they were able to expand farther and farther than Amazon Fresh.
Is Amazon Fresh cheaper than Instacart?
Amazon Fresh and Instacart are priced competitively, but the former does overvalue the latter in some areas.
Amazon Fresh, for example, is free to have a Prime membership, but Prime membership now costs $139 a year or $14.99 a month.
If you’re looking for a membership to get unlimited free shipping, Instacart’s Express is even cheaper at $99 a year or $10 a month.
However, many people already have Prime, and Instacart can be used without an Express membership — but you’ll have to pay $3.99 to $9.99 for shipping.
When it comes to Instacart, don’t forget the most important part: a great tip to the worthy shopper!
Speaking of how groceries are priced, let’s take a look at Amazon Fresh’s Whole Foods selection compared to Instacart’s Aldi, one of the retailers with a wider audience.
- Large Organic Hass Avocados: Amazon Fresh – $2.06 each; Aldi IC: $1.83 each
- Organic eggs: Amazon Fresh – $3.99/doz.; Aldi IC – $3.19/doz.
- Ground Pork: Amazon Fresh – $5.54/lb; Aldi IC – $4.29/lb.
- AP Flour: Amazon Fresh – $1.99/2lb; Aldi IC – $1.65/5lb.
As you can see from these four examples, Amazon Fresh’s overall prices are slightly higher for similar products.
However, GigsDoneRight.com claims that Amazon Fresh snacks are 10% to 30% cheaper than Instacart.
Is Instacart owned by Amazon?
Instacart has nothing to do with Amazon, unless you factor in the fact that Instacart founder Apoorva Mehta worked as an engineer at Amazon.
Instacart is owned by its investors and shareholders, while Amazon Fresh is owned by its parent company, Amazon, and its shareholders.
The most famous of them, of course, is founder and former CEO Jeff Bezos, who is now the second-richest person in the world with an estimated net worth of $177 billion.
Instacart is no slouch in this space, though, as its founder, Mehta, became a billionaire in 2020 at the age of 33.
Where can you buy Amazon Fresh?
Amazon Fresh has a more limited reach than Instacart, with deliveries in 11 East Coast cities, parts of California and New Jersey, and even London, UK.
Instacart is present in every state in the U.S. and most of Canada (which is a densely populated area of Canada anyway), with operations in more than 5,500 cities.
Who has a better choice, Amazon Fresh or Instacart?
Selected high scores have to go to Instacart, dubbed (ironically) “Amazon’s grocery store.”
Remember, Amazon Fresh is limited to Whole Foods’ available stock.
Meanwhile, Instacart works with more than 700 different chains, ranging from dollar stores to department stores to local markets.
To learn more, you can also read our posts on Walmart Instacart, Walgreens Instacart and Sam’s Club Instacart.
in conclusion
Amazon Fresh is a great option for existing Prime members who live in the program’s service area and aren’t limited by Whole Foods choices.
On the other hand, Instacart is easier to use for most North Americans, tends to be cheaper on individual items, and has a wider selection overall.
