Amazon launches instant delivery service in Dubai

E-commerce giant Amazon has expanded its services in the UAE with the launch of Amazon Now, an instant delivery platform offering groceries and other essential items to Prime members in select Dubai neighborhoods.

The service, which promises delivery within minutes, is currently available in Jumeirah Beach Residence (JBR), Dubai Marina, Dubai Silicon Oasis, and Jumeirah Lake Towers.

Limited rollout and service hours

Amazon Now operates 24/7 in JBR, Dubai Marina, and Silicon Oasis, while customers in JLT can only access the service between 7 AM and midnight.

Amazon has indicated that it plans to expand the service to other areas of Dubai soon. To utilize Amazon Now, customers must have an active Amazon Prime membership and place orders with a minimum value of AED 25.

Focus on essential items

The service primarily focuses on delivering everyday necessities, including groceries, household goods, personal care products, and baby supplies.

This distinguishes it from Amazon's existing same-day delivery service, which offers a broader range of products. Customers can track their Amazon Now orders in real time via the Amazon app or website.

Noon is a leading online shopping platform in the UAE, offering a wide range of products and services.Shutterstock

Increased competition in the delivery market

The arrival of Amazon Now intensifies the competition within the UAE's burgeoning instant delivery market.

The service will compete directly with established players like Noon Minutes and InstaShop, potentially leading to improved services, faster delivery times, and more competitive pricing for consumers.

It remains to be seen how Amazon's entry will impact the existing market dynamics and consumer behavior in the long term.