Fresh is cheaper, more accurate stock, doesn’t require interacting with the shopper, has more available delivery times, more vertically integrated, and (subject

Fresh is cheaper, more accurate stock, doesn’t require interacting with the shopper, has more available delivery times, more vertically integrated, and (subjectively) a less crappy website - easier to do basic things like add old stuff to order without it doubling numbers of things already in cart. Instacart website was also noticeably slow. This isn’t personal - I just wouldn’t invest in or use instacart again given the alternatives. I think my anecdote is relevant since you work there, customer experience sucked. I wouldn’t bet against Amazon in this case. A middleman service will always lose out to people who own the full stack.