I was thinking MUCH more curated inventory. Private label for many/most of the staples. Relatively high quality at reasonable prices. Mostly non-organic with some organic options.

No, that was what PrimeNow was. PrimeNow is discontinued last year.

Amazon Fresh is scheduled fairly large delivery windows, usually at least a day out. If you get super lucky there might be an available slot later the same day but not often if city.