For years, Amazon has been investing in faster delivery speeds. First, it was two-day shipping, then next-day, then same-day delivery. With the latest effort, Amazon Now, select orders can be delivered in as little as 30 minutes or less!
What is the New "Amazon Now" Delivery Service?
Amazon Now is the latest experiment in ultra-fast fulfillment, promising delivery speeds of 30 minutes or less for everyday essentials. Currently, the service is being tested in select areas, including parts of Seattle and Philadelphia. Customers in eligible areas will see a “30-Minute Delivery” option displayed when shopping on Amazon.
These quicker delivery speeds do come at an additional cost – even for Prime Members.
- Prime members: delivery fees start at $3.99 per order
- Non-Prime members: delivery fees start at $13.99 per order
- A $1.99 small basket fee applies to orders under $15
How is Amazon Delivering Some Orders in Less than 30 Minutes?
To make 30-minute delivery possible, Amazon is rethinking fulfillment from the ground up. By limiting product selection and fulfilling from “micro-stores” rather than large fulfillment centers, Amazon can promise these quick delivery timeframes.
Amazon’s micro-stores are comparable to DoorDash’s DashMart stores, with a similar purpose of fulfilling household essential orders quickly. Customers with access to Amazon Now can purchase from an array of product types at ultra-light speeds:
- Groceries such as milk, eggs, and fresh produce
- Household essentials such as paper goods and pet supplies
- Personal care items like toothpaste and shampoo
- Over-the-counter medicine
- Snacks and beverages
What Does Amazon Now Mean for the Future of eCommerce?
Amazon Now signals a broader shift in how shoppers think about speed and convenience. Due to the growing popularity of on-demand services like DoorDash, Instacart, and Uber Eats, Amazon’s launch of Amazon Now is less of a surprise and more of an inevitable next step. Consumers have become conditioned to expect everyday essentials delivered to their doorstep almost instantly, and Amazon is responding by folding that immediacy into its own ecosystem.
With the constant updates in online marketplaces, it’s important to stay up-to-date with the latest changes. If you're a client looking for more information, contact your account team! If you’re interested in learning more about how Blue Wheel can aid in your brand efforts in online marketplaces, schedule a consultation with our team, we would love to hear from you.
For more updates on marketplaces, visit our full Marketplace Updates content gallery
Julia Asburry is the Senior Marketplace Support Analyst at Blue Wheel, where she plays a vital role in enhancing Account Health and Customer Service management. Her work empowers our clients to not just sustain, but truly thrive in the eCommerce landscape. With over half a decade of diverse experience in the industry, she wears many hats within the organization, bringing a wealth of expertise that propels us forward and helps set us apart.
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