Guided cooking startup, SideChef, announced today that it will soon be facilitating shoppable recipes through a collaboration with Amazon Fresh.
Starting this August, SideChef users who are also Amazon Prime members and subscribe to Amazon Fresh will be able to get same-day or next-day delivery of ingredients from more than 5,000 recipes available in the SideChef app. This integration will be available to “major cities” across the U.S..
A SideChef spokesperson told me that when a user finds a recipe that they want to make, there will be a one-button experience to add all the ingredients to a shopping list in Amazon Fresh. From Amazon Fresh, users can edit the list if they already have certain ingredients and proceed with the checkout.
From the language used in the announcement, this doesn’t appear to be an official partnership between SideChef and Amazon. Instead they are referring to it as an “integrated collaboration.” Amazon Fresh has turned into a go-to vehicle to enable shoppable recipes. Fexy, AllRecipes and Whisk have all integrated similar ingredient purchasing options through Amazon in the past year. Perhaps Amazon’s patent for recipe-driven commerce has something to do with it.
We’ve been saying that the recipe is more important than ever and will become the center of the kitchen as it evolves to become a discovery and commerce platform. As Amazon, Walmart, Target and Albertsons all ramp up same-day delivery efforts, recipe providers like SideChef will be able to turn meal inspiration into (relatively) immediate action. Expect more shopping options to pop up on SideChef’s platform to enable customers to shop from their own favorite grocery brand.
This isn’t SideChef’s first foray into commerce, it has an existing collaboration with Chef’d to deliver meal kits based on hundreds of recipes in the SideChef app. SideChef has also been ramping up activity on the guided cooking side, integrating its software platform into LG and Sharp appliances.
If you’re curious about the future of shoppable recipes, you can learn all about them at our Smart Kitchen Summit in Dublin Ireland in June.
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