Amazon has entered the ultra-fast grocery delivery arena with the launch of Amazon Now, a new rapid delivery service promising thousands of grocery and household essentials in about 30 minutes or less.
The service is being tested in select postcodes in Southwark, London, with Amazon saying it plans to expand to more areas “in the coming months” as it ramps up its quick-commerce proposition.
“Amazon Now brings a new level of speed and convenience to customers, delivering thousands of groceries and household essentials in less than 30 minutes,” John Boumphrey, UK Country Manager of Amazon, said.
“It’s the latest example of our commitment to faster delivery, building on the millions of items we already deliver the same or next day to customers across the UK.”
Groceries, household essentials and OTC products
Available seven days a week via the Amazon app and website, Amazon Now offers products across 35 categories including “January staples” such as protein snacks, low and no alcohol drinks, vitamins and supplements, alongside everyday essentials like milk, eggs, fresh fruit and veg, toothpaste, pet treats, nappies and over-the-counter medicines.
Customers in eligible postcodes can access the new service via the menu at the top of the Amazon homepage or app.
Shift in focus after Fresh store closures
The new push into rapid delivery follows Amazon’s decision last year to close all 19 of its Amazon Fresh convenience grocery stores in the UK, with five sites set to be converted into Whole Foods Market stores, after the retail giant said it saw stronger growth opportunities in online delivery.
Amazon Fresh had been positioned around its cashierless “just walk out” technology, enabling shoppers to skip checkouts by automatically billing them for items picked up in-store.
Pricing aims to drive Prime uptake
Amazon is pushing Prime-linked price incentives, with Prime members receiving discounted Amazon Now delivery fees starting at £1.99 per order, compared with £3.99 for non-Prime members.
A £2 fee applies to all orders under £15, regardless of membership.
The move positions Amazon Now to compete more directly with rapid grocery delivery players while also strengthening Prime’s value proposition in convenience-led missions traditionally captured by local stores.
Speed ‘driven by network innovation’
Amazon said its faster delivery is not simply about moving quicker in transit or within sites, but about placing items “closer to customers” through ongoing operational innovation.
The retailer highlighted continued investment in its logistics network, noting that Same-Day and One-Day Delivery is already available on millions of items for Prime members.
Amazon added that online delivery of groceries and household essentials continues to grow, with this area now representing “one in three items ordered daily”. It also said its Everyday Essentials category – which includes groceries and household items – grew almost twice as fast as all other categories in early 2025.
Wider UK expansion expected
Amazon said “more news” on Amazon Now would follow over the coming months as it rolls out to more locations.
The launch comes soon after Amazon announced a £40bn investment in the UK over the next three years, which it said would create thousands of jobs and drive innovation across its operations.