Yes, and I think $299 price tag would be more compelling if products had better pricing. I do my shopping at Shop Rite and A&P, and I find Amazon's price 20-50

Yes, and I think $299 price tag would be more compelling if products had better pricing. I do my shopping at Shop Rite and A&P, and I find Amazon's price 20-50% more expensive on most of the items I buy. It may be because I create shopping list around what's on sale, but I'm by no means a crazy couple clipper. I assume other people do the same. My $500/month grocery bill can easily turn into $700/month, which adds up to $2000+ in added cost per year. If Amazon offered lowered product price, coupon-sales, and charge reasonable service fee rather than annual fee, I would use this service, because grocery shopping isn't exactly fun for me. It seems like most of the grocery delivery services fail, because they're too aggressive with product markups to make up for 'free' shipping.