What changed
Uber Eats restaurant delivery becomes the Prime perk, $0 delivery fee on $25+ orders
When
Announced and live November 5, 2026
Who it affects
US Prime members, including Prime for Young Adults and Prime Access
What to do
Restaurant brands: price bundles at $25+. Amazon brands: watch Prime engagement and evening traffic

Key takeaways

  • Since November 5, 2026, Prime members get $0 Uber Eats delivery on $25+ restaurant orders inside the Amazon app.
  • Grubhub+ is out, and the free delivery bar rose from over $12 to $25.
  • Restaurant brands should price bundles to clear $25; Amazon sellers should watch Prime engagement, not forecast it.

Prime and restaurant delivery

  1. Prime adds a free year of Grubhub+

  2. Grubhub+ becomes an ongoing Prime perk

  3. Amazon cashes out its Grubhub warrants

  4. DoorDash agrees to buy Instacart for about $17B

  5. Uber Eats replaces Grubhub+ in Prime

  6. Prime Visa 5% Uber Eats offer ends

What Amazon and Uber announced

According to Amazon's press release, US Prime members now get a $0 delivery fee on restaurant orders of $25 or more placed through Amazon and powered by Uber Eats. Members order at amazon.com/ubereats or by searching "Uber Eats" in the Amazon Shopping app, log in with their Amazon account and pay with their saved Amazon payment method. No Uber account or new app is needed, and Uber Eats sends the final order confirmation.

Amazon says the benefit covers nearly ten thousand US cities and towns and hundreds of thousands of restaurants, and is open to every Prime member, including the half-price Prime for Young Adults and Prime Access plans. One other adult in the household can share it through Amazon Family. The launch promo gives $20 off each of the first two eligible orders of $25 or more within the first 14 days, and Prime Visa cardholders earn 5% back on all Uber Eats orders through December 5, 2026.

  • Minimum order: $25, restaurant orders only
  • Service fees: still apply, Amazon told GeekWire (as reported by StockTitan)
  • Launch promo: $20 off each of the first two $25+ orders, first 14 days
  • Prime Visa: 5% back on Uber Eats through December 5, 2026
  • Amazon's savings claim: more than $175 a year, above the $139 annual Prime fee

What happened to Grubhub

Amazon's Grubhub+ agreement ended on November 5, an Amazon spokesperson told TechCrunch, and a Grubhub spokesperson confirmed it. The partnership began in 2022 with a free year of Grubhub+ and became an ongoing Prime perk in 2024. TechCrunch also notes that Amazon once had a deal to take up to an 18% equity stake in Grubhub, and that Amazon cashed out its exercisable warrants in December 2024.

Sources disagree on existing Grubhub+ members. TechCrunch says members who already activated Grubhub+ keep it through December 31, 2027, while Amazon's Grubhub page, quoted by StockTitan, says the benefit is no longer active on Prime. If you use it, check your Grubhub account rather than relying on either report.

The detail most coverage missed: the minimum roughly doubled

Under Grubhub+, Prime members got free delivery on orders over $12, according to Amazon's 2022 and 2024 releases as summarised by StockTitan. The Uber Eats perk starts at $25. That is a better deal for a family dinner and a worse one for a solo lunch, and it pushes the average ticket up, which matters to every restaurant and food brand selling through the channel.

The bigger shift is where the order happens. Grubhub+ sent Prime members to Grubhub. The Uber Eats perk keeps the whole order inside Amazon's own app, login and payment flow. Amazon is turning its shopping app into a place people open for dinner, not only for products.

Old perk vs new perk

Grubhub+ (to Nov 5)Uber Eats (from Nov 5)
Free delivery fromOrders over $12Orders of $25+
Where you orderGrubhub appAmazon app or site
Account neededGrubhub accountAmazon login only
Launch offerFree Grubhub+$20 off two orders

So what for brands and sellers

For restaurant and prepared food brands, the money is in the threshold. Orders just under $25 now pay a delivery fee for Prime members, orders at $25 or more do not. Menus, bundles and family packs priced to clear $25 should win more Prime orders.

For Amazon product sellers, nothing changes in Seller Central. The indirect effect is Prime retention: Amazon is adding a perk it values above the price of the membership, and Prime members are the shoppers most product sellers pay to reach. Our read, not an Amazon claim, is that more evening app opens for dinner create more chances for those shoppers to see product ads and deals. Amazon has published no usage data yet, so treat that as a hypothesis to test in your own reports.

For grocery and CPG brands, delivery is consolidating fast. DoorDash agreed on October 29 to buy Instacart for about $17 billion, with closing expected at the end of 2027 or the first half of 2028, as we covered in our Instacart and DoorDash report. Now Uber has Amazon's Prime base for restaurants. Fewer, bigger delivery platforms mean fewer places to buy ads and less leverage on price.

A worked example, with illustrative numbers

For example, take a fast casual restaurant brand with an average delivery ticket of $22 and 1,000 Prime member orders a month through delivery apps. At $22, those orders miss the new $25 bar, so the Prime shopper pays a delivery fee. A $26 family bundle, two mains, a side and a drink, clears it. If 30% of those shoppers trade up, that is 300 orders gaining $4 each, about $1,200 a month in extra sales, before the delivery platform's commission. These numbers are illustrative; use your own ticket mix from Uber Eats Manager.

What brands and sellers should do now

None of these steps needs a new contract. They are about pricing to the threshold and watching whether Prime engagement moves. If you sell on Amazon, keep Prime exclusive discounts in your holiday plan, since Prime members are where Amazon is putting its money.

  • Restaurant brand ops lead: build at least one bundle priced at $25 or more in Uber Eats Manager this week. Metric: share of Uber Eats orders at $25+ and average ticket over 30 days.
  • Restaurant marketing lead: review Grubhub spend and promos, since Grubhub just lost the Prime funnel. Metric: Grubhub order volume over the next 60 days.
  • Amazon PPC owner: compare evening and daytime performance using hourly data from Amazon Marketing Stream or your bid tool. Metric: evening conversion rate and cost per click before and after November 5.
  • Amazon brand manager: plan Prime exclusive deals for Black Friday week in Seller Central under Advertising, Prime Exclusive Discounts. Metric: discount redemptions and units per session.
  • Grocery and CPG retail media owner: keep Instacart and DoorDash budgets flexible until the merger closes, and set ROAS floors per platform. Metric: ROAS by platform each month.
  • Finance lead: do not forecast extra Amazon sales from this perk until your own session data shows a change. Metric: sessions in Business Reports, December vs November.

This month's checks

  • Bundle priced at $25 or more
  • Grubhub spend reviewed
  • Evening vs daytime ad results
  • Prime exclusive deals for BFCM
  • Instacart and DoorDash ROAS floors
  • No forecast until sessions move

When this does not apply

If you only sell physical products and never touch food delivery, the direct impact is close to zero; this is a Prime loyalty move, not a fee or policy change. The perk is US only and restaurant only: Amazon's own grocery delivery is a separate Prime benefit. Amazon's $175 savings figure is its own estimate based on August 2026 Uber Eats order data, and it compares against ordering on Uber Eats without Uber One, so real savings vary.

If you want help turning Prime traffic into profitable sales, see our Amazon PPC management service, follow the ecommerce marketplace news channel, or get a free Amazon audit of your catalog and ads before Black Friday.

Sources

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