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My general rule of thumb is to use Prime Now for jelly bellys, Amazon Fresh for salads, Restaurants for vindaloo, or regular Amazon for bizzare chinese candies shipped direct. Also I'm enjoying Amazon dark web for crack.

I think I have like 2 or 3 amazon apps on my phone. Some have a tiny 'prime' or some other logo to differentiate them, but I can never tell instant which app to do what.

Then we can assume that there were 5 independent projects run internally, with little coordination between them.

From the url and header images, this looks like a feature of PrimeNow to me...

Amazon Go (still in beta) for those who want to get the food personally.