The Challenge

Amazon Fresh had established grocery delivery leadership, but pickup lagged behind the industry average with only 20% of total orders. The challenge: make pickup attractive, drive trial among Prime members, and strengthen retention.

 

The Opportunity

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.

 

The Strategy

To spark adoption, we focused on two key levers:

• Designed a high-value, easy-to-understand offer: up to $30 in savings, structured as 3 × $10 off $50+ pickup orders, encouraging both trial and repeat behavior among Prime members.

• Amplified through a full-funnel media mix: leveraging Amazon’s owned channels (site, app, Amazon Advertising Services) plus paid channels (Instagram and Facebook) to maximize awareness and adoption at scale.

 

The Results

The campaign drove outsized results:

• Delivering a +230% increase in pickup orders (monthly volume grew from 1.5K to 5K orders).

• Driving a +400 bps channel share gain (pickup rose from 20% to 24% of total Fresh orders).

• Strengthening customer retention, as Prime members who tried pickup showed a stronger propensity to repeat, reinforcing both acquisition and loyalty.