Amazon (AMZN) has announced that its quick-delivery service Prime Now will be coming to an end as the e-commerce giant integrates the features into the Amazon app and website for more convenience for its customers.

"To make this experience even more seamless for customers, we are moving the experience from a separate Prime Now app onto the Amazon app and website so customers can shop all Amazon has to offer from one convenient location,” Stephenie Landry, vice president of grocery at Amazon, said on the company’s website.

The Prime Now service will be retired globally by the end of the year, according to the company.

Amazon introduced Prime Now in 2014, developing the service in just 111 days to deliver ultrafast delivery of millions of products to customers who wanted their purchases immediately at about any hour of the day for a small fee.

Amazon signaled the end was near for Prime Now in 2019 when it began offering two-hour grocery delivery for Amazon Fresh and Whole Foods directly through its website in the U.S.

Going forward, the quick-delivery service will become a part of Amazon’s regular delivery offerings as it will appear integrated within the “Amazon shopping experience.”

Customers can expect one app for shopping and tracking orders. They can also use the same app for contacting customer service. The app will be used to shop Amazon Fresh or Whole Foods Market. or customers can use to place their orders.

For delivery, customers can expect “ultrafast delivery on everyday essentials,” which Amazon said will include items like gifts, toys, groceries – the same products that consumers have been used to shopping for with Prime Now.

There will also be quick access to favorites under past purchases, recommendations, and trending items local to their area. Plus, Alexa will allow customers to add items to their Amazon Fresh or Whole Foods Market shopping carts via voice.

Amazon has already done away with Prime Now in India, Japan, and Singapore. The company also said all third-party retailers or local stores offered on Prime Now will be moved to Amazon directly.

Shares of Amazon were trading at $3,214.00 as of 11:11 a.m. EDT on Friday, down $33.68, or 1.04%.

Amazon has proven to be a reliable platform in times of crisis. Amazon has proven to be a reliable platform in times of crisis. Photo: Christian Wiediger on Unsplash