Amazon has launched a new service offering ultra-fast grocery deliveries in under 30 minutes, providing households with a wide selection of groceries and essential items such as milk, eggs, nappies, and medicines. This move pits Amazon against existing supermarkets that partner with delivery firms to provide similar rapid services.
The service, called Amazon Now, is currently undergoing testing in selected postcodes in the Southwark area of London, with plans for expansion in the near future. Delivery riders, recruited through Amazon Flex, will handle the deliveries by bike.
John Boumphrey, the country manager of Amazon UK, highlighted the speed and convenience of Amazon Now in a blog post, emphasizing the company’s dedication to faster delivery options. This launch follows Amazon’s previous partnership with Gopuff, which focused on delivering a variety of items within 60 minutes, including fresh food and cleaning supplies in as fast as 15 minutes.
Prime members can enjoy discounted delivery fees starting from £1.99 per order through Amazon Now, compared to £3.99 for non-members. Additionally, a flat £2 fee applies to orders under £15 regardless of membership status. The blog post hinted at forthcoming updates on the service as part of Amazon’s ongoing efforts to enhance shopping experiences for customers in the UK.
Amazon’s decision to introduce ultra-fast deliveries aligns with its strategy to prioritize online delivery services following the closure of its physical Amazon Fresh grocery stores in the UK. The company cited a thorough evaluation of business operations and the significant growth opportunities in online delivery as reasons for the store closures.
Despite the closure of its physical stores, Amazon reaffirmed its commitment to serving customers through online grocery and household essentials, emphasizing this sector as a rapidly growing part of its UK operations. The company clarified that the launch of Amazon Now is independent of the store closures, underscoring its continuous investment in expanding online offerings to meet customer needs effectively.