Amazon Rolls Out Ultra-Fast Grocery Deliveries Featuring Fresh Produce In Under 30 Minutes

Amazon has begun rolling out a new ultra-fast grocery delivery service offering customers access to everyday essentials — including fresh produce — in as little as 30 minutes or less.

Image courtesy of Amazon

The service, branded Amazon Now, is available through Amazon’s main app and website for eligible customers. It is aimed at convenience-led “top-up” shopping, with a range that includes grocery staples such as milk and eggs, alongside fruit and vegetables and other household essentials.

Amazon Now allows customers to place small, rapid orders and track deliveries in real time, mirroring the on-demand experience that has become increasingly popular in food and retail logistics.

The roll-out is being supported by localised fulfilment operations positioned closer to customers, designed to speed up picking and dispatch. This approach helps Amazon compete more directly in the growing market for quick grocery missions — including last-minute fresh produce purchases where speed and availability are key.

Amazon UK country manager John Boumphrey said: “Amazon Now brings a new level of speed and convenience to customers, delivering thousands of groceries and household essentials in less than 30 minutes.

“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 to customers across the UK.”

In early availability areas, delivery charges vary depending on whether a customer has Amazon Prime, with Prime members receiving a discounted delivery fee. A small basket fee may also apply to lower-value orders.

Amazon’s move underlines the continuing shift towards rapid, convenience-driven grocery shopping, and signals further intensifying competition in the fast delivery market — including for fresh produce and high-frequency household purchases.

Source: Amazon UK