A select group of Londoners can now get their Amazon orders delivered in just half an hour thanks to a new service launched this week in the capital by the American e-commerce giant.

Amazon Now, a 30-minute delivery service, is currently being piloted in Southwark in south east London - with it expected to reach other parts of the city in 2026.

The service forms part of a £40 billion, three-year UK investment package announced by Amazon, which it claims will generate “thousands of jobs” and “drive innovation across all UK operations”.

Customers based in specific Southwark postcodes can access Amazon Now each day of the week using Amazon online and via its app. The service will be displayed in the main menu of the Amazon website and app for eligible customers.

In total, Amazon Now offers 35 shopping categories comprising thousands of items. They include necessities such as milk, eggs, fruit, veg, hygiene products and non-prescription medicine, along with healthy lifestyle and fitness items aimed at people trying to get in shape for the year ahead.

Amazon promises to deliver all items ordered by customers using its rapid delivery service within half an hour, something it claims to be able to achieve through continued improvements in its operations network.

Prices vary based on the type of Amazon customer using this service. Those subscribed to Amazon Prime, which also offers faster delivery options like same-day or one-day, will pay £1.99 per order. Meanwhile, standard Amazon shoppers will pay double the price at £3.99. However, anyone whose Amazon Now shopping is less than £15 will have a £2 fee, whether a Prime customer or not.

The announcement comes a year after Amazon launched Everyday Essentials, a category of everyday items that has grown twice as fast as other categories offered by Amazon. Many of these items are available through Amazon Now.

John Boumphrey, UK country manager of Amazon, said: “Amazon Now brings a new level of speed and convenience to customers, delivering thousands of groceries and household essentials in less than 30 minutes.

“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.”

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