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The move follows a broader push into ultra-fast delivery in London. Last year, we reported on AliExpress cutting delivery times from weeks to as little as one hour for everyday items in the UK capital. Amazon’s latest launch suggests this model is rapidly becoming mainstream among large e-commerce platforms.
What Amazon Now Offers
Amazon Now is currently available in selected postcodes in Southwark, south-east London. Customers can order thousands of products across 35 categories, seven days a week, via the Amazon app or website.
The range focuses on frequent, time-sensitive purchases. It includes fresh food such as milk, eggs, fruit and vegetables, alongside vitamins, supplements, toiletries, nappies, pet food and over-the-counter medicines. The offer is clearly designed for top-up shopping rather than weekly grocery runs.
Pricing And Prime Benefits
Delivery fees for Prime members start at £1.99 per order, compared with £3.99 for non-members. A flat £2 fee applies to all orders under £15, regardless of membership.
For e-commerce operators, this is a notable move. Speed is no longer just a logistics feature but part of the pricing and loyalty strategy, tightly linked to subscription benefits.
Why Speed Matters More Than Ever
According to Amazon, groceries and household essentials now account for around one in three items ordered daily.
Its Everyday Essentials category grew at almost twice the rate of other categories in early 2025.
The company stresses that faster delivery is not about rushing drivers or warehouses. Instead, it relies on placing inventory closer to customers, reducing the distance products need to travel. This model raises the bar for competitors, especially in dense urban areas.
A Clear Signal To The Market
The launch of Amazon Now follows Amazon’s announcement of a £40 billion investment in the UK over the next three years. That investment underlines the strategic importance of last-mile delivery and convenience.
For e-commerce businesses across Europe, the message is clear: in major cities, 30-minute delivery is moving from experiment to expectation.
