AmazonFresh partners with Allrecipes for personalised meals

Amazon Fresh has announced that it teaming up with Allrecipes to allow customers to ship recipe ingredients to their doorstep.

By integrating with the e-commerce giant, Allrecipes will allow readers to choose popular recipes and have the ingredients added to their AmazonFresh cart.

Customers can then make amendments and order the products for same- or next-day delivery.

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Allrecipes has over 8 million users and records 1.5 billion site visits every year, according to the company.

For its launch, the recipe integration will only be available on Allrecipes most-trafficked recipes but over time it is thought that more recipes will be added.

“We are proud to lead the way in food innovation for home cooks and for our brand partners,” Jon Werther, the president of Allrecipes’ parent company Meredith National Media Group.

“Our integration with Amazon will make 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. 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.”

Shoppable recipes have become a key marketing strategy for AmazonFresh as it allows Amazon to interact with shoppers who are interested in creating their own freshly-made meals.

The e-commerce giant is also currently developing its own meal kit delivery service as it is trying to tap into the market that is fuelling sales at companies such as Hello Fresh and Blue Apron.

Amazon announced that it would also be partnering with EatLove in a similar recipe integration partnership.