By the end of this month, Amazon Restaurants will be no more. First developed in 2015 as an Amazon Prime perk, the food delivery service was designed to compete with the likes of Uber Eats, Seamless, Postmates, and DoorDash. Current Amazon Restaurant employees have been moved to other roles within the company or will be supported in the process of securing employment elsewhere.
Analysts have been quick to note Amazon’s recent $575 million investment in the British food delivery service Deliveroo in May. During its four year run, Amazon Restaurants expanded from its hometown Seattle to more than 20 U.S. cities and briefly entered the U.K. market before closing the latter development in 2018. Deliveroo has successfully expanded to a number of countries including France, Germany, Spain, Australia, and Hong Kong.
With over 91 million monthly active users, Uber Eats is poised to take the lead in on-demand delivery. Like Amazon Restaurants, Uber Eats was established in 2015 — unlike Amazon Restaurants, it has continuously grown since its launch. Uber Eats currently services over 20 countries, in part thanks to its lucrative partnership with McDonald’s.
And the delivery platform will continue to be a threat to Amazon: Uber Eats intends to add grocery delivery options, putting AmazonFresh on the defense. AmazonFresh has been around since 2007, but its growth has been slow. In recent years, the company has abruptly dropped service in multiple U.S. states. The Uber grocery development team is already in the works, and will likely be based out of Toronto.
Despite its success, Uber Eats has struggled to establish a consumer-friendly fee structure. The structure was recently updated in March to address these concerns, but the update appears to be more confusing than the original design. Fees now vary depending on your location and courier availability, and a 15 percent service fee is applied to the subtotal of all orders. In The Barron Report episode below, host Paul Barron unpacks the new Uber Eats fee structure and predicts what may be ahead for the growing company.