Amazon continues expansion of ultrafast 15-minute delivery to UAE

On Tuesday, Amazon introduced a revolutionary ultrafast delivery service in the United Arab Emirates, promising to deliver groceries, cosmetics, electronics, and other essential household items within 15 minutes or less. This new offering, named Amazon Now, features a selection of everyday essentials tailored to meet the needs of local consumers. Customers can place their orders around the clock, with items dispatched from micro-fulfillment centers strategically located in neighborhoods across the UAE. Some areas may even see deliveries in as little as six minutes, showcasing the service's impressive speed. This launch marks a significant step in the expansion of Amazon Now, which first emerged in Bangalore and New Delhi earlier this year. In the UAE, Amazon Now is set to compete with established quick commerce services like Noon and Careem, as well as other players in India such as Zepto, Swiggy, and Blinkit. Over the years, Amazon has developed an extensive in-house logistics and fulfillment network, enhancing its ability to control delivery speeds effectively. The company has shifted towards more immediate delivery options, frequently offering same or next-day deliveries after previously standardizing two-day service. Furthermore, Amazon is exploring drone technology in select regions of the U.S. and Europe, which can potentially deliver items in as little as 30 minutes. While numerous instant delivery startups emerged in the U.S. recently, promising ultra-fast service, many have faced challenges, leading to acquisitions or closures, including Buyk and Fridge No More, with Turkey's Getir exiting the U.S. market last year. For Prime members, Amazon Now orders exceeding $6 (AED 25) come with free delivery, while smaller orders incur a nominal fee of approximately $1 (AED 6).