Businesses react to Amazon 'Prime Now' delivery service

TAMPA (FOX 13) - Amazon announced its two-hour delivery service was going live in the Bay Area, but not everyone is excited about super fast delivery of almost anything one could imagine.

Small business owners said they are not sure if this move will hurt business or if Amazon is getting in over its head.

"I just simply can't believe that their business model could support this kind of a service at that low a price," said Dan Fucarino of Carrollwood Pharmacy, which has been open 51 years.

Fucarino predicts Amazon's new program is just a tool to tempt people to sign up, get them addicted, and then jack up the price of either a Prime membership, the cost of delivery, or the $20 minimum order.

"I don't think that it's going to be anything long term," said Fucarino, "but I probably said the same thing about the Internet."

Amazon will ship all two-hour orders from its warehouse on Adamo Drive in Tampa, and will use a fleet of drivers that they say will grow as the service does.

Jenni Parido's year-old pet store near the University of Tampa has two drivers: she and her husband.

They already do free, same-day delivery.

"It is what our customers are wanting," she said. "They want a convenience, they want good products, but they want it on their time."

Parido admits Amazon's "Now" service could shrink her profits, but considers its entry onto her turf a challenge.

"That's where us as small business owners need to step [up] our game, in a sense," she said. "We need to provide not only the best customer service, but convenience as well."

Prime Now will be available Thursday, April 28 in south Tampa, Brandon, St. Petersburg, Downtown New Tampa, Ybor City, Plant City and Apollo Beach. 

Prime members can shop on the Prime Now app and at www.primenow.com. Prime Members who download the app outside the Tampa area will be notified when the service is available for their area.

New customers will receive $10 off their first order with the promo code: 10PRIMENOW, Amazon said Wednesday.

Prime members who aren't within the one- or two-hour delivery area may still be eligible for same day or one day shipping.