Amazon has launched a new service offering ultra-fast grocery deliveries in under 30 minutes. Customers can choose from a wide range of groceries and household essentials, such as milk, eggs, nappies, and medicines.
This move by Amazon puts them in direct competition with supermarkets that already provide similar rapid delivery services through partnerships with delivery companies. The decision to introduce this service follows Amazon’s closure of its Amazon Fresh grocery stores last September.
The new service, called Amazon Now, is currently being tested in select postcodes in the Southwark area of London using bike delivery. The company plans to expand the service to more areas in the coming months. Delivery riders will be recruited through Amazon Flex, a program where they are not directly employed.
According to John Boumphrey, the Amazon UK country manager, Amazon Now offers unparalleled speed and convenience to customers by delivering thousands of items in less than half an hour. This service underscores Amazon’s commitment to enhancing delivery speed, building upon their existing same-day and next-day delivery options.
Amazon’s recent launch of ultra-fast deliveries follows a partnership established with Gopuff in July last year. This collaboration aims to provide shoppers with quick access to a wide range of products, from fresh food to cleaning supplies, in under 60 minutes, with some items available in as little as 15 minutes.
Prime members can enjoy discounted delivery fees starting at £1.99 per order with Amazon Now, while non-members will pay £3.99. Additionally, a £2 fee is applicable to orders under £15 for all customers, irrespective of membership status. Prime members already benefit from fast and free delivery on a vast array of items across various categories.
Amazon plans to release more details about the service in the coming months as they strive to make shopping more convenient, faster, and cost-effective for customers nationwide. The company’s decision to focus on online delivery services aligns with its strategic vision following the closure of its physical grocery stores in the UK last year.
Despite the closure of its brick-and-mortar stores, Amazon remains dedicated to expanding its online grocery and household essentials offering, a high-growth sector within its UK operations. The company emphasized that the launch of Amazon Now is a separate initiative from the store closures, emphasizing their ongoing commitment to meeting customer needs through various service channels.