AmazonFresh has been delivering food to customers around the country for years, but the company just opened its first AmazonFresh Pickup location in Seattle.

The service allows Amazon Prime members to set a pickup time within a 15-minute window to have their groceries brought out to their car, Retail Dive reports. Frank N. Magid Associates senior vice president Matt Sargent told Retail Dive that Amazon’s Pickup locations are ultimately another attempt at making Amazon indispensable to its Prime members, and not really an attempt to boost profits.

The firm's research shows in-store grocery pickup is only important to about 28% of customers, but Sargent said Amazon has the money and time to experiment. Amazon is not the only company rethinking how customers shop for groceries. Walmart has also expanded its grocery pickup services and has experimented with having Uber and Lyft drivers bring groceries directly to customers' homes.