How to Qualify for Amazon’s 2,300 New Grocery Lanes

At RelayCon 2025 in Las Vegas, Amazon leadership confirmed a massive expansion of the Relay network: 2,300 Amazon grocery locations are now accessible to third-party carriers.

This announcement marks a definitive shift in the platform’s strategy. While Relay has historically been dominated by "dry van" general merchandise, the network is now aggressively integrating the cold chain to support its growing grocery footprint.

The Grocery Gateway Opens

By opening these grocery routes to the broader Relay marketplace, Amazon is offering a high-volume alternative to standard freight. 

However, unlike the general load board where capacity often trumps specificity, the grocery sector demands precision.

Access to these loads is strictly gated by higher performance metrics and specific equipment requirements, creating a "premium" freight tier insulated from the general spot market.

The "Grade B" Barrier: Quality Over Quantity 

The most critical takeaway for dispatchers is the new performance threshold. In the standard Relay environment, maintaining a C+ performance score is typically sufficient to book loads and view the board. For grocery, that standard is insufficient.

To access "Reefer Auctions" and view temperature-controlled freight, carriers must maintain a minimum Performance Score of B. 

This higher standard reflects the perishable nature of the cargo; a delay in general freight is an inconvenience, but a delay in cold chain logistics can result in total load loss. 

Carriers currently operating with a C+ or B- score are effectively locked out of this 2,300-location expansion until they improve their metrics.

Fleet owners looking to pivot to grocery must audit their on-time performance immediately to ensure they meet this B-grade gatekeeper.

Equipment and Operational Specs 

Participation in this program requires specific asset investment. Amazon has clarified that carriers must provide 53’ or 48’ reefer trailers to qualify for these auctions.

Beyond owning the iron, drivers must be trained on strict temperature maintenance.

Amazon has established clear set points for its cold chain loads:

• Chilled Loads: Must be maintained strictly at 33°F.

• Frozen Loads: Must be maintained strictly at -10°F.

Carriers must also adhere to the FDA Sanitary Transportation Rule, ensuring trailers are clean, odor-free, and capable of holding these temperatures without fluctuation.

Any deviation from these set points can result in immediate load rejection at the receiver, a risk that carries heavy financial penalties and scorecard damage.

The Auction Advantage 

These loads are not simply mixed in with general freight; they are often allocated through specific "Reefer Auctions". 

This separation is advantageous for qualified carriers. Because the barrier to entry is higher (requiring both specialized trailers and a "B" score), the competition pool is naturally smaller than on the general "Post A Truck" board.

Furthermore, this volume injection offers stability. Grocery demand is consistent and resilient to economic downturns. 

By securing contracts through these specialized auctions, carriers can lock in steady roundtrips or dedicated lanes, providing a hedge against the volatility of the dry van spot market during the Q1 and Q2 slow seasons.

Is the "Cold" Worth the Cost? 

The expansion into 2,300 grocery locations represents the single largest opportunity for fleet diversification on Relay in 2025. 

While the entry costs, specialized reefer units and a strict "B" performance score are significant, they serve as a moat that protects rates and volume for those who qualify. 

For carriers tired of fighting for scraps on the general load board, the cold chain offers a path to consistent, high-volume freight, provided you can execute with precision.