Amazon has introduced its ultra-fast delivery service, Amazon Now, across the United Arab Emirates, promising delivery of everyday essentials in as little as 15 minutes, and in some locations, as fast as six. The service marks Amazon’s most ambitious expansion into the quick-commerce space in the region.
Speed Meets Scale
The new 15-minute delivery option is available alongside a two-hour delivery service covering thousands of products across more than 30 categories. Both tiers are supported by a network of micro-fulfilment centres strategically placed within residential neighbourhoods in Dubai, Abu Dhabi, and other major UAE cities.
These compact, tech-enabled hubs store high-demand items close to customers, allowing couriers to complete deliveries in minutes. Many of the locations operate 24/7, ensuring that late-night and early-morning orders are fulfilled without delay.
Competitive Shift in Quick-Commerce
With this launch, Amazon is stepping directly into the UAE’s highly competitive rapid-delivery market, where local players have been racing to meet rising consumer expectations for instant convenience.
The rollout signals Amazon’s intent to dominate the “ultra-fast” segment, one traditionally owned by regional grocery and quick-commerce platforms. For consumers, it sets a new standard for how fast online purchases can arrive at their doorstep.
What Customers Can Expect
The Amazon Now catalogue includes:
Groceries such as fresh fruits, vegetables, and dairy products.
Household essentials, baby items, and personal care goods.
Everyday electronics and accessories like phone chargers and cables.
Prime members benefit from free delivery on Amazon Now orders above AED 25, with a small fee applied to smaller purchases. The two-hour delivery service remains free for orders above AED 100.
Redefining Urban Logistics
Delivering within 15 minutes requires precise coordination, advanced route planning, and high delivery density. Amazon’s micro-fulfilment model minimises travel distance and delivery time by embedding small warehouses closer to residential zones.
However, this model also brings new challenges. Maintaining inventory accuracy, managing delivery fleets, and balancing speed with sustainability are critical operational concerns. Analysts also warn that scaling such rapid services across all neighbourhoods could be costly and complex.
Changing Customer Habits
Ultra-fast delivery could reshape shopping behaviour. With essentials just minutes away, consumers may move away from weekly bulk shopping towards frequent, smaller orders.
This shift could redefine how people plan, buy, and consume goods, driving more spontaneous and on-demand purchasing patterns.
A New Chapter for E-Commerce in the UAE
The launch of Amazon Now reinforces the UAE’s position as a regional leader in digital retail innovation. For Amazon, it is a test of how far quick-commerce can scale sustainably in a high-demand, tech-forward market.
If successful, the model could serve as a blueprint for future ultra-fast delivery rollouts across the Middle East, where convenience, speed, and reliability are quickly becoming non-negotiable.
