Amazon continues to expand ultrafast 15-minute delivery to the UAE

Amazon A new ultrafast delivery service launched in the United Arab Emirates on Tuesday can deliver groceries, cosmetics, electronics and other household items to shoppers in 15 minutes or less.

called service Amazon now and “covers a range of everyday essentials,” the company said In publication.

Amazon said orders can be placed “24/7” and shipped through micro-fulfillment centers or small-format warehouses located in UAE neighborhoods. Each site’s product selection is “based on hyperlocal demand,” the company said.

Amazon says it can deliver in as little as six minutes to some locations.

The launch in the UAE marks the expansion of Amazon Now, which debuted Bangalore and New Delhi earlier this year. Amazon Now will compete with established “quick commerce” players like Zepto, Swiggy and Blinkit in India, as well as Noon and Karim in the UAE.

Amazon has built a vast in-house logistics and fulfillment network over the years, giving it increasing control over the speed of delivery.

The company is delivering more same-day or next-day deliveries after making two-day delivery the standard, and is also launching delivery drones in some pockets of the US and Europe, capable of dropping off some items in 30 minutes or less.

A A wave of instant delivery startups In recent years, the U.S. promised to deliver goods to shoppers’ doorsteps in 15 minutes or less, but many of them have been bought or discontinued, such as Russian-born Bayek or Fridge No More, while Turkey’s Getir Exited the US Last year.

Prime members get free delivery on Amazon Now orders above $6 (AED 25), while orders below that threshold incur a delivery fee of around $1 (AED 6).