In the United States, Amazon is relaunching its online grocery market and accelerating its efforts in express delivery, a segment that has become one of the most competitive arenas in modern retail in recent years. The American group has reorganized and expanded its grocery offerings, introducing five different grocery delivery options, with formulas designed to meet different needs: from a complete weekly grocery shopping trip to urgent purchases delivered in less than thirty minutes.
The strategy aims to strengthen the presence of the e-commerce giant in a market where competition with Walmart, Target and the new quick commerce operators is increasingly based on the speed of service, the availability of fresh products and loyalty through subscriptions.
According to data released by the group, in 2025 Amazon delivered over 13 billion items worldwide on the same or next day, while grocery continues to represent one of the categories considered strategic for the expansion of the Prime program.
Among its core services is Same-Day Delivery, available in over 2.300 US cities and towns, which allows you to order fresh groceries along with other items on the platform. Amazon plans to further expand the service throughout 2026.
Whole Foods Market, a brand acquired by the group in 2017 and used as a flagship in the premium and organic segment, also remains central. Customers can place orders through Amazon with dedicated delivery windows, while the group continues to push its Prime membership plans.
Alongside this, Amazon Fresh, the group's online supermarket, is consolidating its position. It aims to combine a wide assortment, competitive prices, and fast delivery. The model includes variable delivery costs based on order value and additional benefits for Prime members.
The most aggressive segment, however, remains quick commerce. With Amazon Now, the group is directly entering the race for ultra-fast deliveries, promising the delivery of thousands of products in less than thirty minutes. After a pilot phase launched in 2025 in Seattle and Philadelphia, the service is now expanding to dozens of US cities.
The catalog includes fresh food, snacks, personal care products, pet supplies, over-the-counter medications, and everyday goods, following a model increasingly aligned with local urban services.
At the same time, Amazon is also expanding its collaboration with regional chains and local retailers, integrating brands such as Weis Markets, Winn-Dixie, Cardenas Markets, and Metropolitan Market into its digital ecosystem.
On the operational front, the group also continues to focus on the so-called "Freshness Guarantee," a guarantee applied to perishable products such as meat, dairy products, fruit, and frozen foods, with the aim of strengthening consumer confidence in online shopping.
Behind the grocery expansion lies a broader strategy: increasing Prime members' purchasing frequency and consolidating Amazon as the go-to platform not only for traditional e-commerce but also for everyday consumption, in a sector that continues to attract billions in investments and new logistics experiments.
