^{Packages on a conveyor belt at an Amazon fulfilment center in Dartford, UK, on Monday, July 7, 2025. | Jason Alden | Bloomberg | Getty Images}

Amazon is bringing its ultrafast delivery service, Amazon Now, to the United Arab Emirates, marking a major step in the company’s regional expansion of rapid logistics. The service, which debuted earlier this year in Bangalore and New Delhi, enables shoppers to receive groceries, beauty products, electronics, and other daily essentials in 15 minutes or less — and in some neighborhoods, deliveries can arrive in just six minutes.

Redefining Speed in Online Shopping
With Amazon Now, customers in the UAE can place orders anytime, 24/7, through the Amazon app or website. The deliveries are powered by micro-fulfillment centers, compact warehouses strategically located within urban areas to ensure minimal delivery time. Each center stocks products tailored to the “hyperlocal demand” of surrounding neighborhoods, allowing Amazon to deliver high-demand essentials almost instantly.

Amazon’s latest move reflects the company’s growing ambition to dominate the quick-commerce space — a market segment focused on near-instant delivery. The UAE rollout will position Amazon directly against local players like Noon Minutes and Careem Express, who already offer short delivery times in Dubai and Abu Dhabi.

A New Chapter in Amazon’s Logistics Evolution
Over the past decade, Amazon has invested heavily in its global logistics infrastructure, transforming its network of fulfillment centers into one of the most advanced delivery systems in the world. What began as the two-day Prime delivery promise has evolved into same-day and now 15-minute delivery for select orders.

In addition to this, Amazon is expanding its drone delivery program in the U.S. and Europe, capable of dropping off lightweight items in under 30 minutes. The company’s strategy centers on efficiency and control, enabling faster, more predictable service while cutting reliance on third-party couriers.

Amazon Now: Pricing and Membership Benefits
For UAE customers, Prime members will enjoy free delivery for orders above $6 (AED 25). Orders below this amount will include a nominal delivery fee of $1 (AED 6) — a pricing structure aimed at encouraging frequent, small-basket purchases.

The company describes Amazon Now as a “game-changer” for urban shoppers who prioritize speed, convenience, and reliability. With UAE residents known for their strong adoption of online shopping and rapid delivery services, Amazon is betting on this expansion to strengthen its position in one of the Middle East’s fastest-growing e-commerce markets.

Quick-Commerce Competition Heats Up
Amazon’s move comes amid intense global competition in the quick-commerce sector. In India, Amazon Now competes with fast-growing startups like Zepto, Blinkit, and Swiggy Instamart, which have set new standards for ultrafast delivery. In the UAE, Amazon faces challenges from local giants Noon and Careem, who have already established deep customer trust and strong logistics networks.

However, unlike most quick-delivery startups that depend on third-party logistics, Amazon’s strength lies in its vertically integrated delivery ecosystem, combining fulfillment centers, in-house drivers, and advanced algorithms that optimize route efficiency.

A Look Ahead
Industry analysts say the launch of Amazon Now in the UAE could set a new benchmark for delivery expectations across the region. The UAE, with its high smartphone penetration and strong digital payment infrastructure, offers ideal conditions for Amazon’s quick-commerce expansion.

As Amazon continues to refine its last-mile delivery systems, experts predict the company could roll out Amazon Now in other Middle Eastern countries next year, potentially transforming how customers in the region shop for everyday essentials.

With this latest move, Amazon reinforces its long-standing mission — to make convenience faster than ever.