Amazon has launched a new service offering ultra-fast grocery deliveries in under 30 minutes. Customers can choose from a wide selection of groceries and household essentials, including items like milk, eggs, nappies, and medicines.

This move puts Amazon in direct competition with supermarkets that already partner with delivery companies to provide similar rapid services. The service, called Amazon Now, is currently being tested in select London postcodes in the Southwark area, utilizing bike delivery. The company plans to expand the service to more areas in the upcoming months, with delivery riders recruited through Amazon Flex.

According to Amazon UK country manager John Boumphrey, Amazon Now aims to enhance customer convenience by delivering a variety of items quickly. This initiative aligns with Amazon’s ongoing efforts to improve delivery speed, complementing their existing same or next-day delivery services across the UK.

Amazon’s decision to introduce ultra-fast deliveries follows a previous partnership with Gopuff, which was established in July. The new service offers discounted delivery fees for Prime members, starting at £1.99 per order compared to £3.99 for non-members. Additionally, a flat £2 fee is applicable to orders below £15, regardless of membership status.

The company emphasized its commitment to enhancing the shopping experience for customers in the UK, promising further updates on the service in the coming months. Amazon shifted its focus to online delivery services following the closure of its 19 UK grocery stores in September, attributing the decision to a strategic evaluation of business operations and the growth potential in online delivery services.

Despite the closure of its physical stores, Amazon remains dedicated to expanding its online grocery and household essentials offerings, emphasizing its commitment to meeting customer needs through diverse service channels.