The service is being tested in select postcodes in Southwark in London, with plans to roll out further in the coming months.
“Amazon Now brings a new level of speed and convenience to customers, delivering thousands of groceries and household essentials in less than 30 minutes,” said John Boumphrey, UK country manager at Amazon.
“It’s the latest example of our commitment to faster delivery, building on the millions of items we already deliver the same or next day to customers across the UK.”
Amazon Now is available seven days a week through the Amazon app and website, offering thousands of products across 35 categories delivered in about 30 minutes or less.
Customers in eligible postcodes can shop from a wide selection of items, including January staples like protein snacks, low and no alcohol drinks, vitamins and supplements, as well as everyday essentials like milk, eggs, fresh fruit & veg, toothpaste, pet treats, nappies, over-the-counter medicines, and more.
Prime members get discounted Amazon Now delivery fees starting at just £1.99 per order (vs. £3.99 for non-prime members), adding to the savings and benefits already available with Prime membership. A £2 fee applies to all orders under £15, regardless of membership.
Amazon continues to invest and innovate to further expand online delivery of groceries and household essentials, with this area now representing one in three items ordered daily.
In early 2025, Amazon’s Everyday Essentials category – which includes groceries and household items – grew almost twice as fast as all other categories, and Amazon Now customers will have access to a carefully curated selection of the most popular products in this space.