Amazon Now & the Return of Ultra Fast Delivery
Deja vu is looming.
Since Amazon phased out Prime Now in 2021, the fast delivery conversation has never really gone away. Now, with Amazon Now launching in Seattle and Philadelphia, and rumours that a UK launch could follow later this year, it feels like a familiar idea returning under a new name.
Amazon Now is an ultra fast delivery service, with a 30 minute delivery option positioned as its key selling point. Customers can order a broad range of FMCG products and receive them the same day, which on the surface looks very similar to what Prime Now previously offered. So what has actually changed, and why bring this back after sunsetting it just a few years ago?
At its core, Amazon has always understood that convenience wins. Fast delivery, competitive pricing and minimal friction have been central to its strategy for years. What has changed since 2021 is the competitive landscape. Quick commerce platforms such as Uber Eats, DoorDash who now own Wolt and Deliveroo in Europe, as well as Just Eat, have moved well beyond takeaway food. Groceries, health and beauty and everyday essentials are now a core part of their offer.
That shift matters. These platforms are training consumers to expect near instant fulfilment, often within minutes, not hours or days. As delivery speeds improve and ranges expand, they begin to encroach on Amazon’s traditional territory. Left unchecked, this creates a real risk of Amazon losing share in impulse led and convenience driven purchases.
Reintroducing a quick commerce style proposition is therefore a logical move. Consumer expectations around speed are only moving in one direction, and Amazon cannot afford to sit behind competitors that are redefining what convenience looks like. If Amazon wants to remain dominant across ecommerce, it needs to be present wherever those expectations are being set.
Amazon Now feels less like a new experiment and more like a necessary response to a market that has moved on. Whether it scales beyond select cities remains to be seen, but strategically, the intent is clear.
