Amazon joins UAE's 15-minute delivery race with 'Amazon Now'

Dubai: Amazon has entered the ultra-fast delivery market in the UAE, launching Amazon Now—a service that promises to deliver everyday essentials to customers’ doorsteps in just 15 minutes.

The American e-commerce juggernaut announced Monday that the service is now available to all Amazon.ae customers across major UAE cities, with some deliveries arriving in as little as six minutes.

The move puts Amazon in direct competition with rapid-delivery platforms; including noon, talabat, and even retail chain Carrefour; that have gained popularity in the region.

"We are continuing to take convenience to the next level with Amazon Now, our fastest delivery service yet in the UAE," said Ronaldo Mouchawar, Vice President of Amazon Middle East, Africa, and Turkey.

"Every innovation at Amazon starts with our customers, and Amazon Now is designed for their pace of life here, bringing everyday essentials to customers in minutes," he added.

The service operates 24/7 and covers products ranging from fresh fruits and vegetables to groceries, electronics, beauty products, personal care items, fashion accessories, and baby care, Amazon shared in a statement.

Prime members enjoy free shipping on orders above Dh25, while non-members and orders below that threshold pay a Dh6 delivery fee, the company said in a statement.

Amazon is achieving these lightning-fast deliveries through strategically positioned micro fulfillment centers embedded within UAE neighborhoods. These compact, technology-enabled facilities store high-demand items close to customers, reducing delivery distances and potentially easing traffic congestion.

The company reports strong early adoption.

"The response has exceeded our most optimistic expectations, with daily orders growing at more than 40 per cent on average month over month and Prime members doubling their shopping frequency after they begin using Amazon Now," Mouchawar said.

Amazon Now is currently available across 25 locations including Dubai Marina, JBR, JLT, Dubai Silicon Oasis, Business Bay, Abu Dhabi Central, and Al Ain, with plans to expand further.

Alongside Amazon Now, the company has also introduced a two-hour delivery service covering over 30 product categories. Prime members get free shipping on orders above Dh100, or pay Dh3 for smaller baskets.

The launch represents Amazon's most aggressive push yet into the rapid-delivery segment, adapting its traditionally logistics-focused model to meet growing consumer demand for instant gratification in the UAE market.