Amazon is piloting a new grocery subscription service for Prime members that costs $9.99 per month, giving them unlimited free grocery delivery from Whole Foods and Amazon Fresh for orders over $35. It also provides 30-minute pickup on orders of any size. The trial is currently taking place in Denver, Colorado; Sacramento, California; and Columbus, Ohio. With the subscription, Amazon is betting Prime members will want unlimited free grocery delivery without delivery fees each time. It could drive bigger orders among Prime customers. The company aims to solidify its position as a grocery destination. It launched Fresh supermarkets after acquiring Whole Foods in 2017 and is unifying its online and physical grocery operations.