News

Amazon expands booze service but challenges ahead in meeting consumer needs

Online leading retailer offers daily delivery service timeframe when most local liquor suppliers aren't yet open.

December 11, 2015

This week brought the news that Amazon Prime members can now get one-hour delivery of wine, beer and alcohol in Manhattan, New York, but whether it’ll happen is a guessing game given the retail strategy in place and the fact most liquor stores don’t operate on a 24-hour daily schedule.

Amazon Prime members can tap the service’s mobile app to order up alcohol beverages and if the request is made during normal retail liquor store hours they will get delivery for free in two hours and pay $7.99 if they want one-hour delivery. But if the order comes in during times stores are typically closed they’re pretty much out of luck, as several news reports noted this week.

The New York service is the second alcohol delivery effort for Amazon, which initially launched the program in Seattle, and the goal, according to a Re/code report cited by Fortuneis that Amazon is aiming to hit 20 markets. The timeframe, however, is dependent on dealing with all the various state and local regulations regarding alcohol sales and distribution.

"We are excited to continue to expand our offerings whether that’s adding beer, wine and spirits in Manhattan starting today or continuing to increase the number of local stores and restaurants in the service," said Stephenie Landry, worldwide director of Prime Now, in a statement.

As a New York Post report relates, the service is supposedly available from 6 a.m. to midnight, seven days a week, yet even in the city that never sleeps most local neighborhood liquor stores are not open at 6 a.m. and most don’t open until late morning near 10 a.m. or 11 a.m.