Packages on a conveyor belt at an Amazon fulfilment heart in Dartford, UK, on Monday, July 7, 2025.
Jason Alden | Bloomberg | Getty Photographs
Amazon on Tuesday launched a brand new ultrafast supply service within the United Arab Emirates that may ferry groceries, cosmetics, electronics and different home goods to consumers in quarter-hour or much less.
The service is named Amazon Now and features a vary of “on a regular basis necessities,” the corporate mentioned in a release.
Amazon mentioned orders could be positioned “24/7” and are shipped out through micro-fulfillment facilities, or small-format warehouses, positioned in UAE neighborhoods. Every website’s product choice is tailor-made “primarily based on hyperlocal demand,” the corporate mentioned.
Some places can obtain deliveries in as little as six minutes, Amazon mentioned.
The launch within the UAE marks an growth of Amazon Now, which debuted in Bangalore and New Delhi earlier this yr. Amazon Now will compete with established “fast commerce” gamers like Zepto, Swiggy and Blinkit in India, in addition to Midday and Careem within the UAE.
Amazon has constructed up a sprawling in-house logistics and success community over the previous a number of years that is given it more and more better management over supply speeds.
The corporate is delivering extra objects the identical or subsequent day after making two-day supply the usual, and it is also launching supply drones in some pockets of the U.S. and Europe, that are able to dropping off some objects in half-hour or much less.
A wave of instant delivery startups took maintain within the U.S. in recent times, promising to drop objects at consumers’ doorsteps in quarter-hour or much less, however a lot of them have been acquired or shut down, corresponding to Russia-born Buyk or Fridge No Extra, whereas Turkey’s Getir exited the U.S. final yr.
Prime members get free supply for Amazon Now orders which are above $6 (AED 25), whereas orders under that threshold will incur a supply payment of about $1 (AED 6).
