Amazon has fired a new salvo in the battle for Britain's grocery shoppers, launching a lightning-fast delivery service promising to bring thousands of household essentials to doorsteps in under 30 minutes.
From Store Closures to Speedy Deliveries
The move marks a significant strategic pivot for the online behemoth, coming just four months after it confirmed the closure of all 19 of its Amazon Fresh till-free grocery stores across the UK in September 2025. At the time, the company stated it would focus its efforts on its online delivery operations, calling it one of the fastest-growing parts of its UK business.
Now, that focus has crystallised into Amazon Now, a new service currently being trialled in selected postcodes within London's Southwark area. Deliveries for the pilot are being made by bicycle, with plans for a wider rollout across the UK in the coming months.
How Amazon Now Works and What It Costs
The service offers a wide range of products, from staple groceries like milk and eggs to household necessities such as nappies and medicines. Amazon Prime members will receive discounted delivery fees starting from £1.99 per order, compared to a standard fee of £3.99 for non-members. However, a £2 fee applies to all orders under £15, regardless of membership status.
Delivery riders for the service will be recruited through Amazon's existing Amazon Flex programme, meaning they are not directly employed by the company. This model is similar to those used by other gig-economy delivery platforms.
In a blog post, John Boumphrey, Amazon UK Country Manager, said: "Amazon Now brings a new level of speed and convenience to customers... 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."
Taking on the Supermarket Giants
With this launch, Amazon is positioning itself to compete directly with major UK supermarkets, many of which have already established partnerships with rapid-delivery firms like Deliveroo and Uber Eats. The launch also follows Amazon's own partnership with Gopuff announced in July 2025, which offered delivery in under 60 minutes, and as fast as 15 minutes for some items.
Amazon has insisted that the decision to launch Amazon Now is separate from the closure of its physical Fresh stores. A company statement clarified: "These are separate decisions that reflect our ongoing commitment to serve customers in the ways that work best for them."
The closure of the Fresh stores, which featured cutting-edge "Just Walk Out" till-free technology, was seen as a rare setback for the retail giant less than five years after their debut in London. The company had cited a "thorough evaluation" and the "substantial growth opportunities in online delivery" as reasons for the shift in strategy.
Amazon has confirmed that more details about the Amazon Now offering will be announced in the coming months as it seeks to make shopping "easier, faster, and more affordable" for UK customers.
