Amazon has launched a new ultra-fast grocery delivery service in the UK, promising deliveries in 30 minutes or less as it steps up competition in the on-demand food and essentials market.
The service, called Amazon Now, is being piloted in selected postcodes in Southwark, south-east London, and focuses on rapid delivery of groceries and everyday household items. Amazon says the rollout will begin with a limited trial before potentially expanding to more areas.
Amazon Now covers 35 product categories, including fresh food, pantry staples, snacks, drinks, and basic household essentials. The company says the aim is to make last-minute shopping easier, particularly for customers who need items quickly rather than planning a full weekly shop.
Going head-to-head with delivery apps
With its promise of near-instant delivery, Amazon Now places the company in direct competition with established on-demand platforms such as Deliveroo, Just Eat, and Uber Eats.
Amazon already has a financial stake in Deliveroo, owning 11.5% of the company, but Amazon Now represents a more direct challenge by keeping the entire ordering and delivery process within Amazon’s own ecosystem.
Industry analysts say the move reflects growing consumer demand for speed and convenience, particularly in urban areas where shoppers increasingly expect groceries and essentials to arrive almost instantly.
Extra perks for Prime members
Amazon Now offers additional benefits to Amazon Prime members, although the company has not yet detailed exactly what those perks will include. Prime customers already receive free next-day delivery on many items, and the new service appears designed to push Amazon further into the “instant needs” category.
The launch builds on Amazon’s existing grocery operations in the UK, which include Amazon Fresh and partnerships with Morrisons. Unlike traditional online grocery shopping, Amazon Now focuses on smaller baskets and urgent purchases rather than full household shops.
Why Amazon is moving now
The UK’s rapid-delivery market has become increasingly crowded, but also more selective, with some platforms scaling back unprofitable services. Amazon’s vast logistics network and data-driven approach may give it an advantage in absorbing costs and refining delivery efficiency.
By starting with a tightly controlled pilot in London, Amazon can test demand, pricing and operational challenges before deciding whether to expand nationwide.
If successful, Amazon Now could further blur the line between supermarket shopping and takeaway-style delivery — and raise expectations around how quickly groceries should arrive at the door.
For now, only customers in selected Southwark postcodes can access the service, but the launch signals Amazon’s intent to play a much bigger role in the UK’s fast grocery delivery market.
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