Amazon Prime Now has a $10 minimum, free delivery, and no markup allowed on the restaurant menus in New York. For me, that makes it the best service available h

Amazon Prime Now has a $10 minimum, free delivery, and no markup allowed on the restaurant menus in New York. For me, that makes it the best service available hands down, and actually starts to change my behavior as a customer. If it doesn't cost any more than what I'd pay in person schlepping to the restaurant, the psychological barrier to ordering on a whim is virtually eliminated. It also has that Uber-esque impersonality to it: the delivery guy doesn't wait around after dropping of your food in your typical managed NY apartment building (literally racing down when I get the call, I've never been able to spot them), since they're tipped up front. In fact, the last service I can remember that was such a no-brainer improvement when introduced, was Uber X. That's not sustainable you might say. But members do pay $99/year for Prime, which isn't a whole lot since it does so much, but is increasingly a larger part where Amazon makes their margin from.