Amazon Prime Day works for gadgets. Can it sell cereal and cod? (copy)

A sign alerts Amazon.com Prime members of a special deal on shrimp during the grand opening of a Whole Foods Market location in Burbank, California, on June 20.

Starting Wednesday, people in the Omaha area can use Amazon’s Prime Now service to order groceries and other household items to be delivered in as quick as an hour.

The service’s Prime members, who generally pay $119 a year for a stable of benefits, now can get same-day deliveries in the Omaha area from Whole Foods, which is owned by Amazon.

Omaha joins a list of 47 other cities that offer the “ultra-fast” delivery service. Detroit, Milwaukee, Orlando and St. Louis were among the other cities added to the same-day delivery list Wednesday. The company said it would continue to expand the service throughout the U.S. this year.

It works like this: You use the Prime Now app, or go to the Amazon Prime Now website, to choose items to add to your cart. On offer is essentially the whole grocery store: produce, bakery, dairy, frozen, floral, meats, alcohol and everyday staples. Then you pick a delivery time — as quick as within an hour, or in one- or two-hour windows within the next day or two.

“The real question is what can’t you get delivered?” the company said.

The Amazon spokeswoman told The World-Herald that Prime members can get their deliveries within an hour for a $7.99 fee, or choose two-hour delivery for no charge on orders of $35 or more.

Amazon joins a crowded grocery market where established players like Baker’s, Hy-Vee and Family Fare are all offering online ordering and grocery pickup. Hy-Vee delivers groceries through its Aisles Online service and Baker’s and Family Fare partner with InstaCart for their delivery offerings.

Meanwhile, Seattle-based Amazon has been advertising for job openings in Omaha for Prime Now shoppers and other logistics positions.

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