Amazon Expands 15-Minute Delivery Service to UAE

Packages on a conveyor belt at an Amazon fulfilment center in Dartford, UK, on Monday, July 7, 2025.

Jason Alden | Bloomberg | Getty Images

Amazon (AMZN) is escalating its ultra-fast delivery ambitions, launching “Amazon Now” in the United Arab Emirates (UAE) with promises to deliver groceries, cosmetics, electronics, and other household essentials to customers in a mere 15 minutes or less.

The company announced the new service, available 24/7, will leverage strategically located micro-fulfillment centers – small-format warehouses – within UAE neighborhoods. These centers will stock products “based on hyperlocal demand,” ensuring quick access to commonly requested items. Amazon claims select locations are already experiencing delivery times as low as six minutes.

This UAE launch follows the debut of Amazon Now in Bangalore and New Delhi earlier this year, signaling a broader push into the rapidly expanding “quick commerce” sector. However, Amazon Now faces stiff competition from established players in India, such as Zepto, Swiggy, and Blinkit, as well as regional rivals Noon and Careem in the UAE. The key differentiator for success will be Amazon’s ability to leverage its existing logistics infrastructure and economies of scale to provide competitive pricing and reliable service.

Amazon’s investment in its in-house logistics and fulfillment network over the past decade has been pivotal in enabling these expedited delivery times. This network, built at enormous capital expense, grants Amazon greater control over the entire supply chain, from inventory management to last-mile delivery. The company has pioneered same-day and next-day delivery options, and is actively experimenting with drone delivery in select markets in the US and Europe, aiming for sub-30-minute delivery windows for certain items. The expansion into the UAE demonstrates the company’s confidence in its logistics capabilities to meet the demanding expectations of the quick commerce market.

This venture comes at a time when the instant delivery landscape in the U.S. has seen considerable volatility. While numerous startups emerged promising sub-15-minute delivery, many, including Buyk and Fridge No More, have either been acquired or shuttered. Turkey’s Getir also exited the U.S. market, underscoring the challenges of achieving profitability in this intensely competitive sector. High operational costs, particularly for labor and real estate, coupled with the difficulty in maintaining consistently high order volumes, have proven to be significant hurdles for many of these companies.

Amazon is offering free delivery for Amazon Now orders exceeding $6 (AED 25) for Prime members; orders below this threshold carry a delivery fee of approximately $1 (AED 6). The success of Amazon Now in the UAE will likely depend on Amazon’s ability to optimize its micro-fulfillment center network, efficiently manage inventory, and leverage its Prime membership program to drive adoption and loyalty in the price-sensitive UAE market.