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Allrecipes integrates AmazonFresh for ingredient fulfillment

Agreement marks first e-commerce grocery partnership for recipe site

Meredith Corp. said Thursday it has reached an agreement with Amazon to integrate AmazonFresh into its platform.

Allrecipes users who select AmazonFresh as their grocery retailer of choice will have the option to send all of the ingredients and products required to prepare a recipe to an AmazonFresh shopping cart for same-day or next-day delivery.

Allrecipes, which has 80 million users worldwide, said it is “one of the first major food brands to collaborate with AmazonFresh in this capacity.”

While Allrecipes has long incorporated grocery shopping functionality, including geo-targeting, the partnership with AmazonFresh marks its first foray into e-commerce.

Allrecipes will curate the food brands selected for each recipe ingredient, but consumers will have the option to substitute brands in their AmazonFresh cart.

“Our integration with Amazon will make it it easier for millions of home cooks to order all of the ingredients needed for dinner that night or for a weekly meal plan – and have them delivered to their doorstep within hours,” said Jon Werther, Meredith National Media Group president. “We’re providing an unparalleled level of convenience, and making it that much easier to turn the food inspiration our audience sees on Allrecipes into reality.”

AmazonFresh operates in several markets around the country, although Amazon recently said it is eliminating service to certain areas.

The partnership with Allrecipes follows a similar agreement between marketing platform provider Myxx and Harris Teeter through which visitors to can have ingredients loaded to shopping lists. The items can then be scheduled for pickup or delivery. Several other retailers also offer similar recipe-to-shopping-list functionality.

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