Unlike Amazon Fresh, which delivers a full range of groceries via an elaborate system of delivery trucks, Soap.com's selection is limited to approximately 10,000 non-perishable items such as cereal and coffee. Orders are shipped via UPS in one to two days for $4.99; orders more than $39 ship for free.
The expansion into grocery is a logical next step for the site, which already sells a range of health, beauty and household products. Marc Lore, CEO of Soap.com's parent company Quidsi, says that customers have "been asking about grocery since [the site] launched in 2010."
Amazon acquired Quidsi for $540 million in cash in November 2010.