Amazon continues expansion of ultrafast 15-minute delivery to UAE after India launch

Core Insights - Amazon has launched a new ultrafast delivery service called Amazon Now in the UAE, capable of delivering groceries, cosmetics, electronics, and other household items in 15 minutes or less [1][2] - The service operates 24/7 and utilizes micro-fulfillment centers located in neighborhoods, with some locations able to deliver in as little as six minutes [2] - This launch in the UAE is part of the expansion of Amazon Now, which initially started in Bangalore and New Delhi earlier this year, positioning itself against established quick commerce competitors [3] Company Strategy - Amazon Now offers a range of "everyday essentials" tailored to hyperlocal demand, indicating a strategic focus on local market preferences [2] - The service aims to compete with local quick commerce players such as Noon and Careem in the UAE, as well as Zepto, Swiggy, and Blinkit in India [3] Market Context - The introduction of Amazon Now in the UAE reflects the growing trend of ultrafast delivery services in the e-commerce sector, highlighting the competitive landscape in quick commerce [3]