By Harshit, Washington, D.C., 24 october, 2025 –6:30 AM EDT
Amazon Introduces 15-Minute Delivery in the UAE
Amazon has rolled out an ambitious new delivery service in the United Arab Emirates called Amazon Now, which promises to deliver groceries, electronics, cosmetics, and other household items in 15 minutes or less. The ultrafast delivery option represents Amazon’s latest step in redefining speed and convenience for consumers across the Middle East.
According to the company’s announcement, Amazon Now will operate round-the-clock, offering “everyday essentials” that can be ordered 24/7. Deliveries will be powered through a network of micro-fulfillment centers — small-format warehouses strategically located within urban neighborhoods. These compact hubs will stock a curated selection of products, adjusted dynamically based on “hyperlocal demand,” ensuring that customers receive the items most relevant to their area.
In some cases, deliveries could arrive in as little as six minutes, Amazon said — a milestone that sets a new benchmark for global e-commerce logistics.
Competing in the Fast-Growing “Quick Commerce” Market
The launch of Amazon Now in the UAE follows successful rollouts in Bangalore and New Delhi earlier this year. With this expansion, Amazon steps into the fast-growing “quick commerce” market, which has already seen intense competition from regional players such as Noon and Careem in the UAE, as well as Zepto, Swiggy, and Blinkit in India.
Quick commerce, characterized by hyper-speed delivery of essential goods within minutes, has reshaped consumer expectations in major urban centers. While startups pioneered the model, Amazon’s entry brings global scale, advanced logistics infrastructure, and unmatched brand trust — factors that could redefine the market’s competitive dynamics.
“Consumers in the UAE are digitally savvy and value speed, quality, and reliability,” an Amazon spokesperson said. “With Amazon Now, we’re merging all three — making shopping almost instant, without sacrificing selection or service.”
Leveraging Amazon’s Logistics Power
Amazon’s ability to offer such rapid delivery stems from its massive in-house logistics and fulfillment network, which has evolved dramatically over the past decade. What began as a two-day delivery promise through Amazon Prime has transformed into a system capable of same-day and even same-hour deliveries in select regions.
The company’s growing use of micro-fulfillment centers allows it to stage inventory closer to consumers, reducing last-mile delivery times. These centers rely heavily on automation and data-driven inventory management, ensuring that popular items are always stocked and dispatched efficiently.
Additionally, Amazon continues to experiment with cutting-edge delivery technologies. Its drone delivery initiative in parts of the U.S. and Europe aims to drop off lightweight packages in under 30 minutes, further pushing the limits of convenience.
A Global Shift Toward Ultrafast Commerce
Amazon’s new service also underscores a broader trend reshaping retail globally — the rise and consolidation of ultrafast delivery startups. While many quick-commerce firms in the U.S. and Europe surged during the pandemic, most have since collapsed or been acquired due to unsustainable operational costs.
Notable examples include Buyk and Fridge No More, both of which shut down, and Getir, a Turkish-based company that exited the U.S. market in 2024. Amazon, with its deep resources and integrated logistics chain, is positioned to outlast and outperform such startups, offering both speed and scalability.
Industry analysts believe this model could extend beyond essentials. “What Amazon is testing in the UAE could be the blueprint for global rollout — a world where even electronics, cosmetics, or books arrive in minutes,” said one retail strategist.
Pricing and Prime Member Perks
For now, Prime members in the UAE can enjoy free delivery on Amazon Now orders above AED 25 (approximately $6). Smaller orders below that amount will incur a nominal delivery fee of AED 6 (around $1).
The pricing structure, combined with Amazon’s massive product variety and rapid fulfillment, could accelerate adoption among urban consumers accustomed to instant gratification.
As Amazon extends its logistics edge into ultrafast delivery, the company appears poised to set a new global standard for convenience — one minute at a time.