Amazon Fresh vs Instacart vs Shipt vs Walmart+: which should you pick?
A side-by-side look at price, features, quality and value across the leading grocery delivery options — so you can choose the right one in minutes.
Visit amazon.com/freshFree w/ Prime
Free w/ Prime $139/yr — lowest sticker price in this comparison.
Prime metros only
- Free w/ Prime
- Whole Foods catalog
- Trusted logistics
- Prime metros only
- Smaller selection
Amazon Fresh is a grocery delivery option built for prime metros starting at Free w/ Prime $139/yr. Shoppers pick it for free w/ prime, but it's worth comparing against Instacart, Shipt, Walmart+ if prime metros only.
Free w/ Prime. Pricing: Free w/ Prime $139/yr.
Best when you need multi-store. Pricing: Item markup + $3.99+.
Best when you need target loyalists. Pricing: $10.99/mo or $99/yr.
Best when you need walmart fans. Pricing: $98/yr.
Amazon Fresh is positioned for prime members. If your team or volume is materially larger or smaller, one of Instacart / Shipt / Walmart+ may be cheaper or more capable.
At least one option in this comparison has a free tier — run a 1–2 week pilot before paying. Confirm the must-have feature actually works on free, not just trial.
Look past the headline price: add seats, add-ons, integration fees and transaction fees. The cheapest option rarely stays cheapest at scale.
Known trade-off with Amazon Fresh: Prime metros only. Confirm it isn't a deal-breaker for your specific use case before signing.
- Prime metros onlyConfirm this isn't a deal-breaker for your team before signing — it's the most common reason shoppers switch from Amazon Fresh to Instacart.
- Smaller selectionConfirm this isn't a deal-breaker for your team before signing — it's the most common reason shoppers switch from Amazon Fresh to Instacart.
For prime members, yes — Free w/ Prime. For very different use cases, compare against Instacart, Shipt, Walmart+.
Amazon Fresh pricing is Free w/ Prime $139/yr. Competitors in this comparison range from Item markup + $3.99+ / $10.99/mo or $99/yr / $98/yr.
Prime metros only. Most teams work around it, but verify it isn't a deal-breaker for you first.
Pick Amazon Fresh if you want free w/ prime. Pick Instacart if you need a broader / cheaper / more established alternative — see the comparison table above for the side-by-side.