Dive Brief:

• Meredith Corp. brand Allrecipes.com will now include AmazonFresh as a featured retailer within the site's recipes, allowing consumers to click to buy a recipe's ingredients and have them delivered the same day, according to a press release. The recipe sites claims to be one of the first major food brands to partner with AmazonFresh in this way. 
• Cooks who select the AmazonFresh option can send all of the ingredients for a recipe to an AmazonFresh shopping cart where they will find product and pricing information. Allrecipes will curate the brands selected for each recipe ingredient, which users can change. 
• The partnership brings Allrecipes into e-commerce, an area which Nielsen predicts will drive more than 90% of sales growth for CPG companies over the next three years. Consumers that browse Allrecipes regularly are 33% more likely to use online grocery services than those who don't visit Allrecipes, per the release.

Dive Insight:

This partnership will likely benefit both companies: AmazonFresh gets access to Allrecipes' engaged user base of 80 million, and Allrecipes gets to provide added convenience to its users while bringing the brand into the e-commerce space. Allrecipes previously incorporated grocery shopping functionality, including geo-targeted offers from retailers, but the AmazonFresh integration takes place at a deeper level. 

The Meredith Corp. brand that sees 1.5 billion annual visits online aims to save consumers time with the new grocery shopping functionality through AmazonFresh, as the average American consumer spends 53 hours grocery shopping over the course of a year, per the release. 

As the grocery industry continues to buzz about Amazon's latest moves, Fresh delivery service is quietly — and surprisingly, to some — cutting back its services in some states at the end of November. This comes just as Allrecipes announced the Fresh integration on its site, which may signal that Amazon is looking to reorganize the program in light of Fresh's slow growth and its Whole Foods acquisition. 

Skeptics have wondered how Amazon might pull together its various business elements from its core e-commerce site and burgeoning ad business to its recent Whole Foods acquisition. Partnerships like the Allrecipes deal demonstrate how Amazon's broadening offerings aim to attract a wide range of customers and integrate its core e-commerce capabilities into the everyday lives of consumers.

The deal with Fresh isn't Allrecipes' first with the e-commerce giant. Last November, it partnered with Amazon to create content for Alexa-enabled devices based around recipes and cooking skills, letting users access meal recommendations and step-by-step recipes hands-free. In June, Allrecipes began offering original content for the Amazon Echo Show device by turning cooking shows of the past into interactive and customizable experiences with more than 60,000 paths for users to choose from within the content.