Amazon has just officially announced the full launch of its instant delivery service, “Amazon Now,” in the United Arab Emirates (UAE).
Key Details of the “Amazon Now” Service
The “Amazon Now” instant delivery service is exclusive to Prime members. After placing an order, customers can receive their items in as fast as 15 minutes. The service covers daily essential categories: fresh groceries and daily fast-moving consumer goods (FMCGs).
Two practical rules also apply: Orders totaling 25 Dirhams (AED) or more qualify for free delivery, and the service operates daily from 7 AM to midnight—essentially covering most people’s shopping hours.
From Core Areas to National Coverage: The Backbone of Expansion
Previously, “Amazon Now” was only available in core areas of Dubai and Abu Dhabi. This launch expands its coverage to the entire UAE.
This move is essentially Amazon’s “supplementary step” in the Middle East’s instant retail market, upgrading its earlier partial pilot operation to a nationwide service. The key to this expansion lies in the coordinated operation of Amazon’s own warehouses and local delivery riders—without the groundwork of a warehouse and delivery network, neither the “15-minute delivery” nor “national coverage” would be possible.
Impact on Consumers: Instant Gratification and Lower Barriers
The launch brings tangible benefits to both users and the market. For UAE consumers, especially Prime members, the biggest benefit lies in “instantaneity”: Previously, ordering fresh groceries might take half a day or even a full day, but now items arrive in just over 10 minutes. This meets both emergency needs and the demand for freshness. Additionally, the free delivery threshold (25 AED) lowers the barrier to using the service.
Strategic Significance for Amazon
For Amazon itself, this layout carries greater meaning. The Middle East’s instant retail market has been heating up, with many local platforms and other international players competing for market share.
By expanding “Amazon Now” from core areas to the entire country, Amazon achieves two goals: First, the “15-minute delivery” speed strengthens Prime member loyalty (the richer the member benefits, the higher the willingness to renew). Second, it solidifies Amazon’s advantage in the Middle East e-commerce market—filling the “last-mile” gap with instant delivery to pull ahead of competitors.
Pressure on the Local Instant Retail Market
Unsurprisingly, this launch is likely to bring new competitive pressure to the local instant retail market. Some platforms previously gained an edge through partial instant delivery services, but Amazon’s entry—equipped with its own warehouses, a mature membership system, and “15-minute delivery” efficiency—has essentially “stirred up the market.” A key watchpoint ahead: Will other platforms follow suit by speeding up delivery or adjusting promotions?
Conclusion: A “Targeted Deep Dive” into the Market
Amazon’s move in the UAE is more than just a “new service launch”; it is a well-prepared “targeted deep dive” into the market. By combining essential product categories, efficient delivery, and a membership system, Amazon not only meets user needs but also strengthens its position in the Middle East’s instant retail sector.
Whether Amazon can maintain this advantage long-term will depend on two factors: Can its warehouse and delivery network handle nationwide order volumes? And how will competitors respond?
