What: Amazon experiments a new service for Prime members.

Why it is important: is that something department stores operating gourmet sections and loyalty programs should look at?

Amazon is piloting a new grocery subscription service for Prime members in Denver, Sacramento, and Columbus. For $9.99 per month, this service offers unlimited free grocery delivery for orders above $35 from Whole Foods and Amazon Fresh, along with unlimited 30-minute pickups for any order size. This is a part of Amazon's efforts to make shopping more convenient and affordable, contrasting with the existing fee structure where Prime members pay $6.95 to $9.95 for Fresh orders below $100.

Amazon trials grocery subscription service for Prime members