I just used Amazon Prime Now for the first time. As a long time Instacart user in the main target demographic, I just don't see how they can compete. The delive

I just used Amazon Prime Now for the first time. As a long time Instacart user in the main target demographic, I just don't see how they can compete. The delivery fees are already rolled into my existing Prime account. On top of that most prices are actually lower than the stores, rather than marked up. The issue all comes down to scale. Automated robot warehouses and delivery vans are far more efficient than individual drivers searching through grocery stores.