Amazon has announced the launch of its ultra-fast delivery service, Amazon Now, in the United Arab Emirates. The new service is designed to deliver groceries and essential goods to customers in Dubai and Abu Dhabi within a remarkably short 15-minute timeframe. This strategic move positions the American e-commerce giant to compete directly in the region’s burgeoning quick-commerce market.
Unlike Amazon’s traditional model that relies on large, centralized fulfillment centers, this service is built on partnerships with local enterprises. Key collaborations include a deal with Emirates Post, which will transform its local post offices, operating under the brand 7x, into micro-fulfillment centers. Amazon has also partnered with major regional retail chains Lulu Group in the UAE and Al Othaim in Saudi Arabia to power the inventory and logistics.
The launch required a complete overhaul of Amazon’s internal operational systems. To ensure the accuracy of deliveries for fresh, frozen, and perishable goods, inventory updates now occur hourly instead of once daily. The company is heavily leveraging artificial intelligence and machine learning to manage stock levels in these micro-hubs, analyzing seasonal trends and highly localized demand in specific neighborhoods.
This entry makes Amazon a direct competitor to established regional quick-commerce players. However, company representatives state that their key advantage lies in an unparalleled product assortment, offering millions of items for rapid delivery. The service will initially operate in Dubai and Abu Dhabi, with plans for a subsequent rollout in major cities across Saudi Arabia and Egypt, signaling a significant expansion of Amazon’s footprint in the Middle Eastern retail landscape.
© All rights reserved. Created with Dubsty
