As step 496 in its 10,000-step plan to rule the world, Amazon unveiled its restaurant delivery service this week in San Francisco, Wired reports. Already available in a handful of other cities, Amazon's Prime Now is taking the battle to the home turf of its dozens of food-delivery startup competitors, including Munchery, Postmates, and Uber. And Wired thinks it has a good chance to unseat them all. "As a company that’s built its fortune on logistics, Amazon can seemingly just flip the switch to bring any new item into its delivery infrastructure," the magazine states.
In addition to its infrastructure, Prime Now's price point may help it top the competition. Unlike other food delivery companies, which charge service and delivery fees, Amazon's delivery will be free to all Prime members, the San Francisco Chronicle reports. The company also promises not to increase prices from what are listed on a given restaurant's menu. According to Wired, cheap and fast—approximately an hour—food delivery is now another way for Amazon to get "people hooked on Prime." So far, 117 San Francisco restaurants are participating.