Amazon’s Grocery Push Threatens Instacart’s Climb in Aggregator Apps

It’s good to be Instacart these days. That’s the topline of our app provider rankings this week, which focuses on “aggregator” apps, or better known as the platforms that bring together numerous businesses offering similar products or services and make them available to consumers under a unified brand.

The PYMNTS.com aggregator apps ranking page offers a monthly ranking of smartphone Aggregators apps, assessing them based on publicly available information and exclusive app usage data, helping users identify the top performers in the market. The ranking aims to provide precise insights into app performance, aiding stakeholders in making informed decisions.

Instacart jumped five points in our July index, putting its total score at a solid 76. In addition to sheer momentum, recent happenings at Instacart most likely contributed to its July performance, but there’s one major development that may hurt its run for August. Let’s start with that development: Amazon announced last week (Aug. 14) that customers in more than 1,000 cities can order groceries with same-day delivery. It plans to expand this to over 2,300 cities and towns across the U.S. by the end of 2025. For Prime members, same-day delivery is free for orders over $25 in most cities. If an order doesn’t meet the minimum, members can pay a $2.99 fee. For customers without a Prime membership, the service is available with a $12.99 fee.

That’s a big company presenting a big hurdle. Instacart is countering with a new ad campaign that will keep its awareness level high, but it remains to be seen how much Amazon will take a bite from its business. It’s also countering by expanding its Carrot Ads retail media platform through a partnership with Bottlecapps, a white-label eCommerce provider for more than 1,300 alcohol retailers in the U.S. and Canada. The deal will allow Bottlecapps retailers to use Instacart’s advertising technology and ad inventory to attract alcohol brand campaigns and provide personalized product recommendations to customers. Executives from both companies said the move will help retailers generate new media revenue while improving product discovery for shoppers. The partnership builds on an earlier arrangement in which Instacart has powered same-day fulfillment for Bottlecapps since 2022.

ChowNow scored a two-point lift in the rankings for a total score of 35, which is a low total but the second-highest lift for July. That list may indicate a need for restaurants to get more advice and counsel about their business, because ChowNow has been quiet on the news front. The company is best known as an online ordering and marketing platform that helps independent restaurants manage digital sales without relying on third-party delivery marketplaces. Its subscription-based model provides restaurants with branded websites, mobile apps, and integrations that enable customers to place pickup or delivery orders directly, often using the restaurant’s own staff or local delivery services.

ChowNow generates revenue primarily through monthly fees and per-order commissions rather than the high percentage-based fees charged by larger delivery apps, positioning itself as a lower-cost, white-label alternative that allows restaurants to maintain customer relationships and protect margins.

A better-known name also posted a two-point gain. Postmates now has a score of 74, undoubtedly helped by tie-ins with its parent brand, Uber. Uber and Postmates cross-promote through a unified merchant and delivery network that boosts visibility across platforms: restaurants signed up with Postmates also gain exposure on Uber Eats, expanding their customer reach without additional effort. The two apps share backend systems such as inventory, order management and POS integrations, streamlining operations for merchants active on both platforms. For delivery drivers, Uber has encouraged Postmates couriers to sign up on Uber Eats, nudging them toward broader opportunities, Uber Pro rewards and even ride-hailing gigs.