Sprouts Farmers Market was a former participant, ending its partnership after Amazon's acquisition of Whole Foods.

Participants in the program include Whole Foods Market, Amazon Fresh, and local partners such as Uwajimaya. Users can order groceries from local retailers to be delivered by independent contractors, similar to Instacart. In a May 2016, survey conducted by Cowen & Co., approximately one in four Amazon Prime users had used Prime Now. Third-party retail partners may also participate in the service and sell goods through Amazon's website. An Amazon Prime subscription includes and is required for access to the service, though it may not be available in all locations where Amazon Prime is offered. The service is used chiefly by the company's own Whole Foods Market and Amazon Fresh subsidiaries. The name also originated a brand, including a custom app, to distinguish the service from Amazon's other offerings, but both the branding and the app have since been discontinued. Prime Now, LLC is a subsidiary of Amazon that oversees its same-day grocery shopping and delivery service. France, Germany, India, Italy, Japan, Spain, Singapore, United Kingdom, United States

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