Amazon Introduces New “Rush” Pickup Service for Speedy Order Collection
In a bid to streamline its delivery offerings, Amazon is developing an innovative “rush” pickup service that aims to allow customers to collect their orders from Amazon-owned stores within just one hour. This initiative was first highlighted in a report by Business Insider.
Unified Orders from Online and Physical Stores
The forthcoming service will enable shoppers to place a single, “unified” order that combines items from Amazon’s extensive online marketplace with products available in its physical locations. These locations include popular entities such as Whole Foods, Amazon Fresh grocery stores, and Amazon Go convenience stores.
Planned Pilot Launch
Amazon intends to pilot this exciting program in at least one major metropolitan area by the first quarter of 2026, according to the report. This service is part of Amazon’s larger strategy to ensure that more deliveries arrive at customers’ homes or designated pickup locations within an hour.
Expanding Delivery Options
Recently, Amazon launched Amazon Now—a rapid 30-minute delivery service—operating in select areas of Seattle and Philadelphia. The company has also been exploring fast delivery options in various international markets, including the UK, India, and Mexico.
Enhancing Convenience with “Rush” Pickup
Currently, Amazon offers next-day in-store pickup on certain U.S. orders, while grocery customers can collect specific items in as little as 30 minutes. The new “rush” pickup service aims to enhance this experience by amalgamating online and in-store inventory into a single order, all within a tighter one-hour pickup window.
Market Trends in Click-and-Collect
The introduction of this service coincides with the rapid growth of click-and-collect options across the retail landscape. According to eMarketer, U.S. click-and-collect sales are projected to hit $112.96 billion in 2024, marking a significant 17% increase from 2023. By 2025, nearly 153 million Americans are expected to utilize click-and-collect services.
Competitive Landscape
While Amazon leads the U.S. e-commerce market in total sales, Walmart currently holds a substantial edge in the pickup and speed segments. With a vast network of over 4,600 locations, Walmart can effectively reach around 95% of households within a three-hour timeframe and is estimated to generate $38.5 billion in click-and-collect sales this year.
Customer Needs and Strategic Goals
Internal documents indicate that Amazon believes this new service fulfills a key customer need for quicker and more convenient access to its diverse product range, while also optimizing the use of its existing store network. The document states, “By piloting this capability, we can validate customer demand for rapid pickup while learning how to effectively combine our physical and digital offerings.”
