Amazon Doubles Down on Ultra-Fast Delivery with London Launch
Amazon has officially launched Amazon Now in London, bringing 30-minute delivery for groceries and essentials to one of Europe's largest urban markets. The expansion represents Amazon's latest push into the ultra-fast delivery segment, where competition has intensified significantly over the past two years.
The London launch follows Amazon's established pattern of testing rapid delivery services in major metropolitan areas, where dense populations and existing logistics infrastructure make sub-hour fulfillment economically viable. Amazon Now focuses on everyday essentials and groceries—categories that have proven most successful for quick-commerce models.
What This Means for 3PLs
Amazon's continued investment in 30-minute delivery underscores a fundamental shift in consumer expectations around speed. For third-party logistics providers, this creates both pressure and opportunity. The ultra-fast delivery trend is forcing 3PLs to rethink warehouse locations, with micro-fulfillment centers in urban cores becoming increasingly critical for competitive service levels.
The London market will be particularly telling. If Amazon can make the economics work in a high-cost city with complex last-mile logistics, it validates the model for other major European markets. That validation could accelerate demand from retailers and brands looking for 3PL partners who can support similar delivery speeds without Amazon's infrastructure investments.
