Amazon has launched a new service called Amazon Now, offering ultra-fast grocery deliveries in less than 30 minutes. Customers can choose from a wide selection of groceries and household essentials, including items like milk, eggs, nappies, and medicines.
This move puts Amazon in direct competition with supermarkets that already partner with delivery firms to provide similar speedy services. The service is currently being tested in specific postcodes in the Southwark area of London using bike riders recruited through Amazon Flex.
Amazon UK country manager John Boumphrey stated in a blog post that Amazon Now aims to provide customers with unparalleled speed and convenience, emphasizing the company’s commitment to faster delivery. This service complements Amazon’s existing delivery options, which include same or next-day delivery for millions of items across the UK.
Following a partnership with Gopuff last July, Amazon’s decision to offer ultra-fast deliveries further solidifies its position in the market. Prime members can enjoy discounted delivery fees starting from £1.99 per order, compared to £3.99 for non-Prime members, with a flat £2 fee for orders under £15.
In the wake of closing its Amazon Fresh grocery stores last September, Amazon shifted its focus to online delivery services. The company cited substantial growth opportunities in online delivery as the reason for the closure, despite the initial launch of the till-free stores in London just five years prior.
Amazon reassured customers that the launch of Amazon Now is independent of the store closures, emphasizing its commitment to serving customers through tailored solutions. The company continues to invest in expanding its online grocery and household essentials offerings, a rapidly growing segment of its UK operations.