Amazon has initiated rapid grocery deliveries in under 30 minutes, offering a wide selection of household items and groceries such as milk, eggs, nappies, and medicines. This move puts Amazon in direct competition with supermarkets that have similar super-fast delivery services through partnerships with delivery companies.
The new Amazon Now service, currently being piloted in selected London postcodes in the Southwark area, utilizes bike delivery with plans for expansion in the near future. Riders for the service will be recruited through Amazon Flex, a program where they are not employed directly.
According to Amazon UK country manager John Boumphrey, Amazon Now aims to provide customers with a new level of convenience by delivering a variety of groceries and household essentials within half an hour. This service is part of Amazon’s commitment to enhancing delivery speed, complementing the existing same-day and next-day delivery options available to customers nationwide.
Amazon’s decision to introduce ultra-fast deliveries follows its partnership with Gopuff last year, enabling shoppers to receive a range of products from fresh food to cleaning supplies in under an hour, with some items arriving in just 15 minutes. Prime members are eligible for discounted Amazon Now delivery fees starting from £1.99 per order, while non-members pay £3.99 per order, with an additional £2 fee for orders under £15.
The company’s shift towards online delivery services was announced following the closure of its Amazon Fresh grocery stores last year. Amazon emphasized that the decision to close the physical stores was made after a thorough evaluation of business operations and the growth potential in online delivery. Despite the closure of its brick-and-mortar stores, Amazon is focusing on expanding its online grocery and household essentials offerings, aligning with the evolving shopping preferences of customers.
Amazon clarified that the launch of Amazon Now is separate from the store closures, emphasizing its ongoing commitment to serving customers through diverse channels. The company continues to invest in enhancing its online grocery and household essentials segment, recognizing it as one of the fastest-growing areas of its UK business.