Amazon revealed on Friday that it is discontinuing the standalone Prime Now grocery ordering programme and redirecting consumers to the company’s main app and website.
Customers have been able to use Prime Now to get food and other goods delivered quickly. Amazon announced that the service, which debuted in 2014, would be phased out globally by the end of the year.
“To make this experience even more seamless for customers, we are moving the experience from a separate Prime Now app onto the Amazon app and website so customers can shop all Amazon has to offer from one convenient location,” Stephenie Landry, Amazon vice president of grocery, wrote in a blog post.
Customers of Amazon Fresh and Whole Foods will now be able to access the service on Amazon’s main platform, according to Landry.
Customers in India, Japan, and Singapore have already been redirected away from the Prime Now website.
Prime Now was launched as a way to offer food to consumers in hours rather than days, and it eventually grew to over 5,000 locations nationwide.
Amazon did not offer a justification for shutting down the Prime Now website.