As retailers increasingly use local delivery services like Door Dash and Uber to service online orders they have managed to bring times down to less than a day and in some case only a matter of a few hours.
But in a sign that the Amazon is not going to be beaten on delivery, one of the foundations of its business model, the online behemoth is testing deliveries in several markets to what only not too long ago would have been considered unthinkable: 30 minutes.
And in doing so it has once again raised the stakes in retail delivery times, putting further pressure on others in the field to remain competitive.
The newest test is in the Seattle and Philadelphia market areas, and while it is primarily focused on groceries and household goods it stands to reason a broader assortment of goods could be coming before too long. Officially launched last month, Amazon Now is the name for this new ultra-fast service that promises delivery in about 30 minutes or less for household essentials and fresh groceries.
In a blog post, Amazon detailed the new service, available inside the existing Amazon shopping app and website. Customers in eligible neighborhoods can look for a “30-Minute Delivery” option in the navigation bar, browse a curated catalog, track orders in real time and tip their drivers. Prime members pay discounted delivery fees starting at $3.99 per order, compared with $13.99 for non-Prime customers, with a $1.99 “small basket” fee on orders under $15.
It did not provide a timeline for expanding Amazon Now to additional markets but the service relies on a now closed former grocery store as the fulfillment hub indicating it may follow that model for further expansion.
Proving once again the old adage that time waits for no man...or no delivery.