Amazon Expands Same-Day Delivery Across Europe, Fuelled by AI and Growing Consumer Demand
14 May 2025
At its “Delivering the Future” event in Dortmund, Amazon unveiled major developments in its logistics network: Same-Day Delivery is set to expand to 20 new European locations over the next 12 months. This expansion builds on Amazon’s existing footprint of 135+ Same-Day sites across the continent, stretching from major capitals like London and Vienna to smaller cities such as Erfurt, Germany.
Accelerating Delivery with AI
Amazon’s latest push for speed is powered by AI. The company is increasingly integrating artificial intelligence across its operations to shorten delivery windows and enhance efficiency. A standout example is a fulfilment site in Madrid, where Amazon has launched a new fast delivery area. This innovation allows customers in specific postcodes to order as late as 6:15 PM and still receive their items the same evening.
This advanced model is slated for rollout in major cities including London, Munich, Berlin, and Milan by the end of this year, with over 15 more locations expected to follow by 2026.
Everyday Essentials Drive Demand
Same-Day Delivery isn’t just about convenience—it’s become a critical channel for fulfilling daily needs. In Q1 alone, Amazon delivered more than 20 million Everyday Essentials across Europe via Same-Day Delivery, marking an impressive 80% year-over-year growth. These items span across grocery, home, and beauty categories—products that customers increasingly rely on for quick replenishment.
Prime Members Reap the Benefits
For Amazon Prime members, the value proposition of Same-Day and Next-Day Delivery continues to grow. In 2024, over 9 billion units globally were delivered the same or next day, with Prime members saving an estimated $95 billion on fast, free delivery. As Amazon continues to invest in logistics and technology, these savings and benefits are expected to scale even further.
What This Means for Brands
For brands selling on Amazon, the expansion of Same-Day Delivery presents a major opportunity to drive conversion, customer satisfaction, and loyalty. With AI-driven fulfilment zones enabling later order cut-off times, brands can now reach shoppers with unprecedented speed even for last-minute needs.
More importantly, as customers increasingly expect faster delivery for essential items, brands that enrol eligible SKUs in programs like Amazon’s Same-Day FBA (Fulfilled by Amazon) will gain a competitive edge in the Buy Box. This shift also reinforces the importance of inventory management and demand forecasting—brands need to ensure stock is strategically located in fast-delivery hubs to capitalise on this growing trend.
In short: speed is no longer a nice-to-have, it’s a growth lever. Brands that align with Amazon’s logistics evolution will be best positioned to win with modern shoppers.
At its “Delivering the Future” event in Dortmund, Amazon unveiled major developments in its logistics network: Same-Day Delivery is set to expand to 20 new European locations over the next 12 months. This expansion builds on Amazon’s existing footprint of 135+ Same-Day sites across the continent, stretching from major capitals like London and Vienna to smaller cities such as Erfurt, Germany.
Accelerating Delivery with AI
Amazon’s latest push for speed is powered by AI. The company is increasingly integrating artificial intelligence across its operations to shorten delivery windows and enhance efficiency. A standout example is a fulfilment site in Madrid, where Amazon has launched a new fast delivery area. This innovation allows customers in specific postcodes to order as late as 6:15 PM and still receive their items the same evening.
This advanced model is slated for rollout in major cities including London, Munich, Berlin, and Milan by the end of this year, with over 15 more locations expected to follow by 2026.
Everyday Essentials Drive Demand
Same-Day Delivery isn’t just about convenience—it’s become a critical channel for fulfilling daily needs. In Q1 alone, Amazon delivered more than 20 million Everyday Essentials across Europe via Same-Day Delivery, marking an impressive 80% year-over-year growth. These items span across grocery, home, and beauty categories—products that customers increasingly rely on for quick replenishment.
Prime Members Reap the Benefits
For Amazon Prime members, the value proposition of Same-Day and Next-Day Delivery continues to grow. In 2024, over 9 billion units globally were delivered the same or next day, with Prime members saving an estimated $95 billion on fast, free delivery. As Amazon continues to invest in logistics and technology, these savings and benefits are expected to scale even further.
What This Means for Brands
For brands selling on Amazon, the expansion of Same-Day Delivery presents a major opportunity to drive conversion, customer satisfaction, and loyalty. With AI-driven fulfilment zones enabling later order cut-off times, brands can now reach shoppers with unprecedented speed even for last-minute needs.
More importantly, as customers increasingly expect faster delivery for essential items, brands that enrol eligible SKUs in programs like Amazon’s Same-Day FBA (Fulfilled by Amazon) will gain a competitive edge in the Buy Box. This shift also reinforces the importance of inventory management and demand forecasting—brands need to ensure stock is strategically located in fast-delivery hubs to capitalise on this growing trend.
In short: speed is no longer a nice-to-have, it’s a growth lever. Brands that align with Amazon’s logistics evolution will be best positioned to win with modern shoppers.
At its “Delivering the Future” event in Dortmund, Amazon unveiled major developments in its logistics network: Same-Day Delivery is set to expand to 20 new European locations over the next 12 months. This expansion builds on Amazon’s existing footprint of 135+ Same-Day sites across the continent, stretching from major capitals like London and Vienna to smaller cities such as Erfurt, Germany.
Accelerating Delivery with AI
Amazon’s latest push for speed is powered by AI. The company is increasingly integrating artificial intelligence across its operations to shorten delivery windows and enhance efficiency. A standout example is a fulfilment site in Madrid, where Amazon has launched a new fast delivery area. This innovation allows customers in specific postcodes to order as late as 6:15 PM and still receive their items the same evening.
This advanced model is slated for rollout in major cities including London, Munich, Berlin, and Milan by the end of this year, with over 15 more locations expected to follow by 2026.
Everyday Essentials Drive Demand
Same-Day Delivery isn’t just about convenience—it’s become a critical channel for fulfilling daily needs. In Q1 alone, Amazon delivered more than 20 million Everyday Essentials across Europe via Same-Day Delivery, marking an impressive 80% year-over-year growth. These items span across grocery, home, and beauty categories—products that customers increasingly rely on for quick replenishment.
Prime Members Reap the Benefits
For Amazon Prime members, the value proposition of Same-Day and Next-Day Delivery continues to grow. In 2024, over 9 billion units globally were delivered the same or next day, with Prime members saving an estimated $95 billion on fast, free delivery. As Amazon continues to invest in logistics and technology, these savings and benefits are expected to scale even further.
What This Means for Brands
For brands selling on Amazon, the expansion of Same-Day Delivery presents a major opportunity to drive conversion, customer satisfaction, and loyalty. With AI-driven fulfilment zones enabling later order cut-off times, brands can now reach shoppers with unprecedented speed even for last-minute needs.
More importantly, as customers increasingly expect faster delivery for essential items, brands that enrol eligible SKUs in programs like Amazon’s Same-Day FBA (Fulfilled by Amazon) will gain a competitive edge in the Buy Box. This shift also reinforces the importance of inventory management and demand forecasting—brands need to ensure stock is strategically located in fast-delivery hubs to capitalise on this growing trend.
In short: speed is no longer a nice-to-have, it’s a growth lever. Brands that align with Amazon’s logistics evolution will be best positioned to win with modern shoppers.