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 items, ranging from everyday essentials like milk and eggs to items like nappies and medicines.
This move by Amazon puts it in direct competition with supermarkets that already provide similar rapid delivery services through partnerships with delivery companies. The service is currently being tested in specific postcodes in the Southwark area of London, with plans to expand to more areas in the near future, using bike riders recruited through Amazon Flex.
John Boumphrey, the Amazon UK country manager, highlighted the speed and convenience of Amazon Now in a blog post, emphasizing the company’s commitment to faster delivery options for customers. This initiative follows Amazon’s decision to close its Amazon Fresh grocery stores last year, shifting its focus to online delivery services.
Prime members can benefit from discounted delivery fees starting at £1.99 per order with Amazon Now, compared to £3.99 for non-members. Additionally, a flat £2 fee applies to orders under £15 for all customers. Amazon has reaffirmed its dedication to enhancing the shopping experience for customers in the UK, promising more updates on the service in the coming months.
The launch of Amazon Now comes after a previous partnership with Gopuff and the closure of Amazon’s physical grocery stores in the UK. Amazon clarified that the decision to introduce ultra-fast deliveries is separate from the store closures, emphasizing their ongoing investment in expanding their online grocery and household essentials offerings to meet the evolving needs of customers.