Amazon has introduced a 15-minute grocery delivery service in the UAE, covering cities including Dubai and Abu Dhabi, marking its entry into the region’s competitive quick-commerce market. The service is designed to meet growing consumer demand for ultra-fast delivery of groceries and everyday essentials.

The new offering, branded Amazon Now, leverages partnerships with existing retail and logistics networks, such as Emirates Post’s 7X brand, Lulu Hypermarkets in the UAE and Al-Othaim Markets in Saudi Arabia. By utilising established local infrastructure, Amazon can provide rapid delivery without building new large-scale fulfillment centres.

The online grocery sector in the Middle East is estimated at $1–1.5 billion, representing a small portion of total grocery sales, particularly in Saudi Arabia where household consumption is higher than in the UAE. To support the fast delivery model, Amazon has implemented micro-fulfillment centres, AI-powered inventory management and temperature-controlled delivery to ensure perishable items arrive fresh.

Early usage data indicates strong demand for fresh produce, with bananas among the top-selling items. Amazon plans to expand the service to additional major cities in the UAE, Saudi Arabia and Egypt, focusing on urban areas where consumer demand for quick delivery is highest.