Field Agent shares results from a user experience study of AmazonFresh grocery delivery. We enlisted 20 agents to purchase groceries from AmazonFresh delivery and share their thoughts about the experience.

1. Delivery Report

2. X
Field Agent enlisted 20 agents to purchase at least $10 of
groceries, including both chilled and fresh produce items,
from AmazonFresh for delivery to their homes.
DEMOGRAPHICS
Female
Male
Age Range:
18-24
25-34
35-44
45-54
55-64
65+
75%
25%
5%
35%
15%
40%
0%
5%
Prior to this study, had you used
AmazonFresh delivery?
Yes
No
40%
60%
N = 20

3. X
Describe in your own words what you LIKE
most about the AmazonFresh grocery
delivery service.
1. Convenience and
speed of delivery
2. Ease of ordering
3. Competitive prices
“Being able to have items delivered directly to my
doorstep quickly and easily, at a reasonable cost, is very
appealing. No more waiting in the checkout line!”
- 48 year old female, Fort Worth, TX
TOP 3
LIKE THEMES
“Convenience convenience convenience! I usually
spend four to five hours on Saturdays with my three
kids going to three to four stores.”
- 38 year old female, Fairfax, VA

4. X
Describe in your own words what you most
DISLIKE about the AmazonFresh grocery
delivery service.
v
1. High delivery fees and
monthly membership “The part I dislike about this service is that on top of a
steep monthly fee, there is a hefty delivery fee if you
don't spend at least $40.”
- 29 year old female, Philadelphia, PA
TOP 3
DISLIKE THEMES
“I most dislike that you cannot pick your own
produce. Sometimes I want to be able to see what I
am buying first.”
- 38 year old female, Fairfax, VA
2. Not being able to pick
your own produce
3. AmazonFresh doesn’t
always have everything I need

5. X5
What WORDS best describe AmazonFresh grocery delivery?
Each participant was asked to provide 3 words describing AmazonFresh grocery delivery.
Convenient
Easy
Fresh
Fast
Affordable
Quality
13
9
8
5
3
2
NUMBER
OF MENTIONS

6. X6
Which one EMOJI best captures how you FEEL about AmazonFresh delivery?
30% 25% 10% 10%
10% 5% 5% 5%

7. X7
Provide an online-style review of the AmazonFresh delivery service.
Immediately following their AmazonFresh home delivery experience, agents were asked to write an online-style review of the grocery-delivery service. The
reviews were overwhelmingly positive, though one agent described his experience as unsatisfactory and a few additional agents reported damaged/un-
fresh produce, a missing item, an excessive amount of packaging, or concerns over the cost of the service.
“I would recommend AmazonFresh to everybody! It's so convenient and the groceries are fresh and delivered right to
your door. The prices are comparable to brick and mortar stores and sometimes the prices are cheaper. Five stars!”
- 38 year old female, Fairfax, VA
Ordering was fairly easy, but a little overwhelming. It was harder than I expected to find items I wanted at reasonable prices.
Everything was packed well, especially the cold and frozen items. However, several items arrived with their box/container/
can dented. Delivery was right on time though and early on in my delivery window, which is what I was hoping for.
- 30 year old female, Baltimore, MD
[This was the] first time my order was all crammed into one cooler. Normally it would be in multiple coolers with dry ice for
frozen items, regular ice for cold items, and brown bags for other items. Order arrived late and I waited for it. Good thing
because if I was not here it would have not held up the way it was packed. The frozen stuff would have all melted. Very poor
experience today. In past everything packed well and carefully.
- 54 year old male, Little Neck, NY

8. X
Rate the following aspects of your AmazonFresh ONLINE shopping experience
Availability of specific items
Very good Good Fair Poor Very poor
0%0%
15%
25%
60%
Locating specific items
Very good Good Fair Poor Very poor
0%0%
10%
25%
65%
Website navigability
Very good Good Fair Poor Very poor
0%0%
10%
20%
60%
Getting started with AmazonFresh delivery*
Very good Good Fair Poor Very poor
0%0%0%0%
100%
Overall online shopping experience
Very good Good Fair Poor Very poor
0%0%0%
30%
70%
*Among those using the service for the first time (n = 12)

9. X
How LONG did it take to shop for, purchase, and arrange for the delivery of your groceries?
Among those using the service for the first time (n = 12)
17%
33%
8%
17%
25%
Much shorter
than expected
Shorter than
expected
A little shorter
than expected
Neutral - About
what I expected
A little longer
than expected
No respondent answered “longer than expected” or “much longer than expected”
Agent Screenshot

10. X
How EASY/HARD was it to shop for, purchase, and arrange your groceries for delivery?
Among those using the service for the first time (n = 12)
17%
33%
8%8%
33%
Much easier
than expected
Easier than
expected
A little easier
than expected
Neutral - About
as I expected
A little harder
than expected
No respondent answered “harder than expected” or “much harder than expected” Agent Screenshot

11. X
1. The online shopping
process is easy
2. The online shopping
process is convenient
and quick
3. The search function
could be improved
TOP 3
OVERALL
In your own words, describe your ONLINE
shopping experience with AmazonFresh?
"I was able to establish an AmazonFresh account in
under a minute [and] was able to find the items I was
looking for with ease…"
- 39 year old female, Chicago, IL
"I was surprised at the ease of using AmazonFresh.
There were lots of options and [it] was very easy to
sign up and navigate."
- 50 year old female, Springfield, VA

12. X
Very good Good Fair Poor Very poor
0%0%
10%10%
80%
Condition of groceries when received Packaging
Very good Good Fair Poor Very poor
10%
0%0%5%
85%
Very good Good Fair Poor Very poor
0%0%5%10%
85%
Overall delivery process
Rate the following aspects of your AmazonFresh delivery experience
Agent PhotoAgent PhotoAgent Photo

13. X
Were your groceries delivered on-time?
How many SUBSTITUTE products did shoppers receive?
According to participants, AmazonFresh substituted (i.e., replaced an out of stock
item/brand with a different product) for only 2 of 199 total products purchased
95%5%
Yes
No
Agent Photos

14. How FRESH would you rate the produce you received?
Extremely fresh Very fresh Moderatelyfresh Not very fresh Not at all fresh
5%0%0%
20%
75%
Agent Photo
14

15. X
What is the likelihood you’ll use AmazonFresh
grocery delivery again in the future?
0%
17%
25%
33%
25%
Completely
likely
Very likely Moderately
likely
Not very
likely
Not at all
likely
WHAT DOES THE
FUTURE HOLD?Among those using the service for the first time (n = 12)
Agent Photo

16. X
What is the likelihood you'll recommend AmazonFresh
grocery delivery to a friend?
0%
17%17%
42%
25%
Completely
likely
Very likely Moderately
likely
Not very
likely
Not at all
likely
RECOMMEND
TO A FRIEND? Among those using the service for the first time (n = 12)
Agent Photo

17. X
Of these 2 options, how would you MOST prefer to
obtain the items you purchased today?
AmazonFresh delivery
to your home
At brick-and-mortar
grocery store
42%
58%
BRICK & MORTAR
OR MADE TO ORDER?
Among those using the service for the first time (n = 12)

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