Amazon said Monday that it has started a test that allows it to fill orders using other retailers’ stores and employees.
Amazon is partnering with mall stores in 10 cities, including Dallas, Frisco and Houston, to deliver purchases from stores’ inventory directly to its Prime members.
The test will include same-day deliveries in Dallas from PacSun, GNC, SuperDry and Diesel. Participating stores are at NorthPark Center, Galleria Dallas and in Frisco’s Stonebriar Centre.
Other retailers will be added over the coming months such as Sur La Table and 100% Pure, Amazon said Monday. Other cities in the test are Atlanta, Chicago, Las Vegas, Miami, Phoenix, Scottsdale, Ariz., Seattle and Washington, D.C.
It’s a small test now, but it will be interesting to see where it’s heading. It also may be an acknowledgment from the big online retailer that physical stores are key links.
Other retailers including Amazon’s biggest competitors — Walmart, Target and Best Buy — have found success competing against the online behemoth by filling orders from their stores that are already near customers.
Apparel retailer PacSun already sells through Amazon, but being able to directly deliver to customers from some of its stores represents “high potential” to expand the business, said Mimi Ruiz, vice president of ecommerce at PacSun. “This is one more way for us to offer our customers the styles they want and love when they want them.”
For Amazon, the expansion of same-day delivery from other retailers is a new way to offer “even greater selection at faster speeds,” said Sarah Mathew, director of Amazon delivery experience. “We’re are excited to see this new model come to life and look forward to adding more brands, stores and locations to the program.”
The service is free for Amazon Prime members who spend $25 or more and $2.99 for members who spend less. A selection of more than 750 items from the four initial stores is accessible on Amazon’s app or Amazon.com.
Amazon sends the order to the store, and the retailer’s employees fill the order. An Amazon delivery partner picks up the order and delivers it as soon as the same day.
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