Amazon has launched a new service offering ultra-fast grocery deliveries in less than 30 minutes, providing households with a wide selection of groceries and essential items ranging from milk and eggs to diapers and medications. This move puts Amazon in direct competition with supermarkets that already collaborate with delivery services to offer similar rapid delivery options.
The service, called Amazon Now, is currently being tested in specific postcodes in the Southwark area of London using bike riders recruited through Amazon Flex. The company plans to expand the service to more areas in the near future. John Boumphrey, Amazon UK’s country manager, highlighted the convenience and speed of Amazon Now, emphasizing the commitment to faster delivery and enhancing customer experience.
Amazon’s decision to introduce its own swift delivery service follows a recent partnership with Gopuff, aiming to provide customers with a wide range of products delivered within an hour, including fresh food and cleaning supplies within as fast as 15 minutes. Prime members can benefit from discounted delivery fees starting at £1.99 per order, while a flat £2 fee applies to orders under £15 for all customers.
After closing its Amazon Fresh grocery stores last September, Amazon shifted its focus to online delivery services, citing significant growth opportunities in the digital delivery sector. The company reassured customers that the launch of Amazon Now is unrelated to the store closures, affirming its commitment to meeting customer needs through various service offerings. Amazon continues to invest in expanding its online grocery and household essentials services, recognizing the rapid growth of this segment in its UK operations.