Global e-commerce giant Amazon has officially raised the bar for delivery speeds in the UAE with the launch of Amazon Now, a new service promising to deliver everyday essentials to customers in as little as 15 minutes. This move into ultra-fast commerce is supported by a network of micro-fulfillment centers and is complemented by a new 2-hour delivery option for thousands of additional products, significantly enhancing the value proposition for its UAE customers.
The Rise of Ultra-Fast Commerce
Amazon Now is powered by strategically located micro-fulfillment centers, which are compact, tech-enabled facilities embedded within neighborhoods. This hyper-local approach positions essential items closer to customers, drastically reducing delivery distances and times. The system utilizes advanced inventory management to stock products based on local demand, ensuring that everything from fresh groceries and personal care items to electronics can reach a customer’s doorstep in minutes. This infrastructure not only enables rapid delivery but also aims to reduce traffic congestion by optimizing delivery routes.
Redefining Prime Membership Value
The new services are designed to offer significant value, particularly for Amazon Prime members. Amazon Now delivery is free for Prime members on all orders above AED 25. Similarly, the new 2-hour delivery service, which covers a wider selection across more than 30 categories, is free for Prime members on orders exceeding AED 100. This strategy appears to be driving engagement, as noted by Ronaldo Mouchawar, Vice President of Amazon Middle East, Africa, and Turkey. He stated, “The response has exceeded our most optimistic expectations, with daily orders growing at more than 40% on average month over month and Prime members doubling their shopping frequency after they begin using Amazon Now.”
Impact on the MENA E-Commerce Landscape
Amazon’s entry into the 15-minute delivery space puts direct pressure on the region’s established quick-commerce (q-commerce) players and delivery platforms. For MENA-based startups in the logistics and retail sectors, this move signals a major shift in consumer expectations, where speed is no longer a luxury but a standard. Founders and VCs will be watching closely to see how the ecosystem responds, as the new benchmark set by a global leader could accelerate consolidation, force innovation in logistics technology, and intensify the competition for customer loyalty across the UAE’s thriving digital economy. The service is currently active in major locations including Dubai, Abu Dhabi, Al Ain, and Al Khan, with further expansion planned.
About Amazon
Amazon is a multinational technology company focusing on e-commerce, cloud computing, online advertising, digital streaming, and artificial intelligence. It has been referred to as “one of the most influential economic and cultural forces in the world” and is one of the world’s most valuable brands. Through its online marketplace and Prime membership program, Amazon offers a vast selection of products and services with a commitment to customer convenience and innovation.
Source: Tech in Asia
