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​Amazon said to be expanding Prime Now to desktop computers

Amazon's (AMZN) Prime Now has had a bit of a rocky reception since the online retailer introduced the two-hour delivery service in late 2014.

One of the main sore points among consumers is that it's only available through a mobile app, which means that desk-bound shoppers can't browse from their computers. But that apparently is changing, with Bloomberg News reporting that Amazon wants to broaden the service's appeal and will expand the service to its website in May.

As part of the changes, Amazon is also searching for marketing partners to pony up about $500,000 in exchange for prominent placement on the website during the first two weeks of Prime Now's debut there, Bloomberg said, citing documents it reviewed. The plan illustrates how Amazon is increasingly leveraging its customer base to make money beyond retailing, such as through advertising and additional services such as cloud storage.

Amazon didn't immediately return a request for comment.

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The company debuted its Prime Now service in New York City in 2014 and now offers delivery in more than two dozen cities, including Chicago, Los Angeles, and San Diego. The service is free for delivery within a two-hour window, although customers can pay $7.99 per order if they want delivery within an hour. The catch is that the service is only available to Prime members, who pay an annual membership fee of $99.

Expanding the service to Amazon's website is likely to win over more consumers, given that mobile shopping is still just a fraction of the overall ecommerce market. The app-only availability of the service has been a major complaint among Prime Now customers. Since the app is only available for Apple's iOS, Windows and Android phone users have also registered complaints.

"I use a laptop and desktop for 99% of my Amazon purchases. It's completely asinine and absurd to think that I should be forced to use my relatively tiny phone screen for this service," one customer wrote on Amazon's Prime Now page.

Another one added, "So if I do use an Android or iPhone (or Amazon) device I cannot use the service? That makes zero sense. Start rolling things out on the web as well at the VERY least."

Amazon Prime Now delivers products sold by Amazon as well as local retailers, such as the grocery stores Gourmet Garage and D'Agostino in New York City.

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