fwiw -- i'm a very happy customer of amazon fresh. just an hour ago i received a $100 delivery (+tip). I think the $15/month subscription fee (on top of the amazon prime annual fee) is pretty steep though. But it's still worth it for me.

I live in the city and don't have a car, and grocery delivery is a huge benefit for me. I remember several years ago, I'd take a $30 uber ride to my preferred grocery store, buy ~$100 worth of groceries, and charter another $30 uber back. the extra transportation cost + the physical hassle of lugging all those groceries around, is something I never hope to repeat again.