How a high-value incentive and full-funnel media tripled the monthly volume of pickup orders at Amazon Fresh in the U.S.
Amazon Fresh had established grocery delivery leadership, but pickup lagged behind the industry average. The challenge: make pickup attractive, drive trial among Prime members, and strengthen retention.
With Prime members already highly engaged in Fresh delivery, we saw an untapped opportunity to position pickup as the fastest and most valuable way to shop Fresh. We identified the need for a clear, high-value incentive that could accelerate trial and help establish new shopping habits.
To spark adoption, we focused on two key levers:
Up to $30 in savings, structured as 3 × $10 off $50+ pickup orders, encouraging both trial and repeat behavior among Prime members.
Leveraging Amazon's owned channels (site, app, Amazon Advertising Services) plus paid channels (Instagram and Facebook) to maximize awareness and adoption at scale.
+230% increase in pickup orders — a sharp jump in monthly order volume.
+400 bps channel share gain — pickup's share of total Fresh orders grew meaningfully.
Stronger customer retention — Prime members who tried pickup showed a higher propensity to repeat, reinforcing both acquisition and loyalty.
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