Amazon Inks Shoppable Recipes Deal with EatLove

Randy Hofbauer
Digital and Technology Editor

Amazon is teaming with personalized nutrition platform and meal-planning service EatLove to add one-click ordering of ingredients to recipes on the brand’s site.

Offering users the ability to take into account every variable and dietary consideration – including allergies, tastes and nutrition, and health and lifestyle goals – EatLove starts with a simple evaluation, followed by creation of a customized meal plan for the week, complete with an optimized grocery list, daily reminders and easy-to-follow recipes. Customers check off ingredients already at home, and remaining items can be purchased and delivered through the Amazon Fresh service.

More than 3,000 individually tested recipes from chefs, recipe developers, dietitians and popular food bloggers are available, as are more than 900 meal plans handcrafted by registered dietitians.

"The collaboration with Amazon Fresh is the natural next step for EatLove, further simplifying weekly meal planning with online shopping and ordering, all under 10 minutes,” said Monique Nadeau, CEO of San Francisco-based EatLove, who added that the service’s " advanced algorithms can instantly analyze more than 3 million dietary factors to create the perfect meal plan and grocery list, optimized across the week's recipes, ensuring ‘meal kit’ efficiencies at less than half the cost."

The news comes one day after the announcement that Amazon had inked a partnership with Meredith Corp., the Des Moines, Iowa-based media and marketing company, to create shoppable recipes on its site, which also are fulfilled via Amazon Fresh. The Seattle-based ecommerce company also struck a deal last month with Seattle-based Fexy Media – owner of various food-related digital properties, including Simply Recipes and Serious Eats – to add buttons on select recipes on both of those sites for ordering ingredients and receiving delivery within two hours via Prime Now.

Shoppable recipes appear to be a growing trend in grocery ecommerce, better connecting products and consumers via recipes, according to Ken Yontz, global VP of transformation management at Chicago-based product information network 1WorldSync. They also help bridge the gap between content and commerce, a dilemma that grocers often face, as many often operate one site for ecommerce and another for content, added Chris Bryson, founder and CEO of Toronto-based ecommerce platform provider Unata.

“Finding ways to integrate content and commerce, with ‘add-to-cart’ buttons on recipes, other editorial pages and blog posts, or mouthwatering meal imagery in the catalog, is key to closing the gap between inspiring food content and the point of purchase, and creating numerous additional transaction opportunities,” he said.

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