Walmart acquired online retailer in 2016 for $3 billion and the company today announced the relaunch of the site with several new features that make it evident that the brick and mortar behemoth wants to take on online giants like Amazon. The relaunched is more focused on customers in major cities such as New York where their experience is going to be tailored with messages and imagery that’s localized. will now offer three-hour deliveries which directly competes with Amazon’s same-day grocery delivery service.

The personalization experience won’t stop with localized messages and imagery. Jet’s decisions about the products that get featured in that particular region will be based on this as well in addition to the site transitioning from a daytime theme to a nighttime theme as the day goes by. The localization experience will first be limited to shoppers in New York but will be rolled out to other cities in the coming months.

Customers in New York City will be able to get three-hour delivery on a variety of items including but not limited to groceries, everyday essentials, and products from local businesses. Customers will be able to provide instructions on where the items are to be left and they will be sent to them in insulated, recyclable bags that can keep food cold for up to three hours.

The company will be fulfilling deliveries in New York via Parcel, the same-day delivery company that Walmart acquired last year. The site will have iOS voice activation so that users can shop through Siri via the mobile app. All customers will receive personalized product recommendations based on their purchases and suggestions for reorder based on predictions about their restocking needs.

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