Amazon is to retire the United States facing Prime Now same-day delivery system and to integrate it fully into the Amazon website and mobile app instead of being a separate entity.

Vice President of Grocery at Amazon Stephenie Landry announced the move on Friday in a blog, saying that shifting the Prime Now service to Amazon.com and the app will enhance the one-stop shopping experience.

“Prime Now has become a customer favourite, attracting millions of Prime members around the world with ultrafast delivery of everyday essentials, gifts, toys, high-quality groceries and more from Amazon and local stores. To make this experience even more seamless for customers, we are moving the experience from a separate Prime Now app onto the Amazon app and website so customers can shop all Amazon has to offer from one convenient location,” Landry explained in the posting. “Whether it’s two-hour delivery from Amazon Fresh, Whole Foods Market or one of our local stores like Bartell’s in Seattle, Morrisons in Leeds or Monoprix in Paris, Prime members will find what they need alongside the millions of items available on Amazon. Now that the Prime Now experience has a new home on Amazon, we will retire the Prime Now app and website worldwide by the end of this year.”

Prime Now has already been retired in Japan, Singapore and India, and the United States transition is set to be completed by the end of the year.

“In the U.S., we began making two-hour delivery from Amazon Fresh and Whole Foods Market available on Amazon in 2019. Globally, we’ll move our third-party partners and local stores to the Amazon shopping experience before the Prime Now app and website are retired later this year,” Landry said. “Feedback from customers who have shopped two-hour delivery on Amazon has been overwhelmingly positive, and it’s a natural next step to simplify the ultrafast delivery experience globally.”