Packages on a conveyor belt at an Amazon fulfilment center in Dartford, UK, on Monday, July 7, 2025.
Amazon on Tuesday launched a new ultrafast delivery service in the United Arab Emirates that can ferry groceries, cosmetics, electronics and other household items to shoppers in 15 minutes or less.
The service is called Amazon Now and includes a range of "everyday essentials," the company said in a release.
Amazon said orders can be placed "24/7" and are shipped out via micro-fulfillment centers, or small-format warehouses, located in UAE neighborhoods. Each site's product selection is tailored "based on hyperlocal demand," the company said.
Some locations can receive deliveries in as little as six minutes, Amazon said.
The launch in the UAE marks an expansion of Amazon Now, which debuted in 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 Careem in the UAE.