Amazon Now Offers In-Store Pickup for Local Retailers

Amazon Introduces "Local Selling" for Enhanced Customer Convenience

Amazon is implementing “Local Selling,” a suite of services designed to empower local and regional retailers to provide both in-store pickup and expedited delivery options to customers in their vicinity.

In-Store Pickup Capabilities

This new functionality allows sellers to extend in-store pickup for products to shoppers within designated ZIP codes. In many cases, customers can now purchase items from local sellers and collect them on the same day at the retailer’s physical store.

A dedicated “store pickup” tab will be visible on product pages for eligible items. Following an order placement, customers will receive a notification once their item is prepared for collection. A five-day window will be provided for customers to retrieve their orders.

Local Delivery Options and Additional Services

Customers also have the option of choosing local delivery, which is managed directly by the retailer. Selecting the “arranged delivery” option during checkout initiates contact from the local retailer to coordinate a specific delivery date and time. Furthermore, some sellers may provide installation services as an add-on to purchases.

Retailer Participation and Expansion Plans

Amazon Local Selling is currently available through a diverse range of national and local retailers. Participating businesses include Mavis Discount Tire, Sears Hometown Store, 4 Wheel Parts, Electronic Express, Best Buy, Appliance Connection, Mattress Warehouse, Beach Camera, Adorama, DataVision, Exclusive Furniture, World Wide Stereo, MODIA, Focus Camera, and others.

The company anticipates expanding the Local Selling program throughout the remainder of the year and into 2022. Interested sellers can now submit applications to join the initiative.

Amazon’s Perspective

“Our research indicates a strong customer preference for local pickup when it’s available,” stated Jim Adkins, Vice President of Recreational and Vocational Categories at Amazon. “This new capability represents an exciting opportunity to help sellers connect with more customers and deliver exceptional products with added convenience.”

Previous Testing and Current Strategy

It is important to remember that Amazon previously experimented with in-store pickup through its “Counter” service, launched in 2019. This earlier program involved partnerships with retailers to establish designated pickup locations within their stores for online orders.

This latest launch demonstrates Amazon’s commitment to accelerating order fulfillment by leveraging its extensive third-party seller network and their existing brick-and-mortar locations. The strategy aims to retain customers within the Amazon marketplace rather than directing them to individual retailer websites.

Competitive Landscape

The introduction of Local Selling coincides with the increased prevalence of curbside pickup options since the onset of the pandemic. Major retailers like Walmart and Target have already established these services. Amazon is positioning itself to compete more effectively with these big-box stores and other retailers with this new offering.

Additionally, Shopify provides in-store pickup options for its merchants, suggesting that Amazon’s move may also be a response to better compete within the e-commerce platform landscape.