I put in an order when Jet launched. No joke, from the best I can tell, they sent someone to a physical Walmart, where they purchased the product at full retail, for more than they charged me , packaged it up, and shipped it to me with free two-day delivery. But they'll make it up on volume, right? Smart people have said, "do things that don't scale." I guess Jet took that at face value.
It lets them start winning customers by demonstrating their planned comprehensiveness, much earlier. Any entry to this retail space is going to require big risks, big capital, and a long climb. Amazon needs competitors. Succeed or fail, I applaud Jet for trying.