Interesting. That was a massive internal debate on how to price it. I think competitors forced the free decision. Everyone thought Amazon buying Whole Foods would kill Insta Cart. It actually made all the other grocery retailers realize they need Insta Cart.
Unless her title changed, Stephanie is VP of way more than just grocery delivery. She’s actually pretty amazing. The ops side of that business is run by a woman too. They are killing it. I’m amazed someone hasn’t poached them for C-level roles.
Why post that?
Because Yoda wants to promote LGBTQ.
Amazon is the ultimate service company. Vast majority of Americans will eventually all become Prime members and pay the annual fees like paying taxes to Uncle Sam. I think “free” is the right price for grocery delivery. The same way amazon doesn’t break out prime video as a separate product. It makes the whole package ever more compelling. Amazon can always hike up the prime price for everyone.
That’s only the consumer side. On the business side AWS serves as another tax.
Nowadays, software and services for consumers are mostly free, paid for by your privacy.
Only businesses pay for software and services.
When would tax preparation be free? Awaiting for TurboTax to give us free services 
IBM, Oracle and SAP are dogs, fading away.
AMZN has also plateaued. Not yet going downhill.
SHOP is the emerging king.
The next king is not identified yet, likely to be a block chained company
Add BYND, next 10x stock, made into profit within 6 months of IPO. They may not be profitable next 2 qtrs, but when sales grow, they will main profitable long term.
It is like SHOP or TSLA, wild swings possible.
Food and beverages tend to be quite violent. Recall the monster drink (not sure is correct name).
Read what they are doing and how they capture market. Look at fundamental research and decide about BYND. This is the right time to do such research as the price is lowest range.
Otherwise, likely miss the boat permanently.
@Jil and @manch spending their weekend figuring out whether AMZN would break out 
Better pray that Jim Cramer is right,
Because he does not know what Mr.Market is going to do next week ! Any way, that is Jim.
BTW: I do not have any doubt about AMZN as I follow my own algorithm (spreadsheet and complex calculations), highly reliable than Jim Cramer.
Next week is the week that you have bought and not first Nov week.
That’s kind of weird. They are giving control of the retail side to an operations guy. There used to be a clear split between the two. My guess is this is a play to focus on putting profits first.
I wonder how much is related to the Fresh launch as a 2-hour service. That was supposed to happen last fall, and it wasn’t delayed for operational reasons.