Amazon starts testing ‘ultra-fast’ 30-minute deliveries

Amazon is rolling out an innovative delivery service that promises to fulfill orders in just 30 minutes or less, initially available in Seattle and Philadelphia. This new 'ultra-fast' delivery option aims to enhance Amazon's competitive edge against rivals like DoorDash, Uber Eats, and Instacart. Customers can access a wide array of products through this service, including essentials such as milk, eggs, fresh produce, and toiletries, as well as electronics and seasonal goods. For Prime members, the expedited delivery will incur a fee of $3.99 per order, while non-Prime members will pay $13.99. Additionally, orders under $15 will face a small basket fee of $1.99. Residents of Seattle and Philadelphia can explore the availability of the '30-Minute Delivery' option via the Amazon app or website. Once an order is placed, customers have the ability to track their deliveries and provide tips to drivers directly through the app. Amazon elaborated on its strategy in a recent blog post, explaining that the company is leveraging specialized, smaller facilities that are strategically located near urban customers. This approach not only enhances the efficiency of order fulfillment but also prioritizes the safety of employees involved in the packing process, reduces travel distances for delivery partners, and ultimately leads to quicker delivery times. This launch follows Amazon's introduction of a 15-minute delivery service in the UAE last October, where customers reportedly received their orders in as little as six minutes. The new 30-minute delivery service marks a significant step in Amazon's ongoing efforts to dominate the fast delivery market in the U.S., following the previous 'Prime Now' service offering one-hour deliveries, which was discontinued in 2021. To bolster its delivery capabilities, the company announced plans in June to invest over $4 billion to significantly expand its delivery network by 2026.