Amazon is expanding and accelerating Same-Day Delivery across Europe

Amazon plans to launch Same-Day Delivery in 20 new locations across Europe, including places like Augsburg, Metz, and Bergamo, in the next 12 months. Amazon’s Same-Day Delivery is available for free for Prime members on eligible orders above a minimum threshold, or for an additional fee for non-Prime members.

The announcement was made by Rocco Bräuniger, Vice President for Amazon’s stores in Germany, Austria, Switzerland, and EU Expansion Countries, at Amazon’s “Delivering the Future” media event in Dortmund, Germany.

“We’re now offering Same-Day Delivery in over 135 locations in Europe, from large capitals like London, Vienna and Berlin, to smaller cities such as Erfurt in Germany,” Rocco Bräuniger said. “We’re working to expand Same-Day Delivery even further, and extend order cut-off times so customers can order even later in the day knowing it will arrive the same day. Our aim is to deliver a best-in-class shopping experience, from browsing to purchasing to delivery.”

Innovation driving faster deliveries

We also unveiled innovations to our operations network designed to place products closer to customers and speed up deliveries.

The first city that has rolled out new ‘fast delivery areas’ is at an operations site in Madrid, which allows us to offer Same-Day order cut-off times as late as 6.15pm in select postcodes, meaning that customers can order as late as 6.15pm and still receive the item on the same evening. We’re using AI to forecast what customers want most urgently based on popularity data, determining what products to place in these specialised areas.

This is made possible by optimising inventory and operations management systems, as well as identifying the most in-demand products. With this system, the products are stored in a specially designed area so that picking and preparation is quicker and easier. This area is close to the packaging area, which speeds up preparation for subsequent shipment by Amazon’s delivery service partners.

We’re excited to bring this model to a select site in London this month, to Munich, Berlin, and Milan by the end of the year, and to over 15 locations across Europe by the end of 2026.

Meeting customer demand for Everyday Essentials

Everyday Essentials is a key category for fast delivery, as we know these are items which customers need to be replenished regularly, and often, quickly. In Q1 of this year we delivered over 20 million Everyday Essential items via Same-Day Delivery across Europe, an increase of more than 80% year over year.

“Customers value their time, and therefore we do too, and we’ll continue to get even faster,” said Rocco Bräuniger.

Last year, Amazon reached a global milestone for Prime delivery, with more than 9 billion units arriving the same or next day to Prime members around the world. Amazon Fire TV sticks, toilet roll, and instant mini film were among European Prime members’ favourite Same-Day products. And it’s not just time that customers are saving: Prime members worldwide also saved nearly $95 billion on fast, free delivery.

Prime today is a comprehensive membership that also includes exclusive deals and discounts, a vast entertainment collection, and additional offers designed to serve local customer needs. Amazon’s Prime Day event is also back in July, and Prime members around the world can look forward to some of Amazon’s best deals of the summer.

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