Same-day deliveries jump in 2025
Amazon reported that the number of items delivered the same day they were ordered rose nearly 70% in 2025 versus the prior year, a surge the company tied to growing consumer demand for faster shipping. CEO Andy Jassy disclosed the figure during Amazon's Q4 earnings call.
Wide consumer adoption of same-day option
Same-day became Amazon's fastest-growing delivery choice in 2025, with almost 100 million U.S. customers using the service during the year, Jassy said on the call.
Categories powering the growth
Amazon executives said particular product groups drove much of the same-day and next-day volume. CFO Brian Olsavsky noted that groceries and "Everyday Essentials"—including health, beauty and baby items—accounted for roughly half of the units Prime members in the U.S. received with same-day or next-day delivery.
Perishables reach more communities
Olsavsky said Amazon can now deliver perishable grocery items the same day in more than 2,300 U.S. cities and towns, expanding customer access to fresh food delivered quickly.
Perishable shoppers increase order sizes
The company reported that customers who buy perishable groceries via same-day delivery tend to add substantially more to their carts, with those shoppers placing about three times as many items in the same-day orders compared with other orders, Olsavsky said.
Rural shoppers see larger gains
Amazon's push for faster delivery particularly helped rural customers: Jassy said the average monthly number of rural shoppers receiving same-day delivery was nearly double the prior year, reflecting expanded reach into less densely populated areas.
Holiday convenience and later cutoffs
The faster option also proved valuable for last-minute holiday needs. During the 2025 season Amazon extended order cutoffs for same-day delivery, and on Christmas Eve customers in about 4,000 U.S. cities were able to place orders until roughly midday for same-day arrival, Jassy said.
Testing ultra-fast options amid competition
Facing faster delivery capabilities from rivals such as Walmart, Amazon is experimenting with even quicker services. The company is piloting "Amazon Now," which aims for deliveries in 30 minutes or less in several U.S. communities, after a strong reception for the offering in India.
Jassy characterized the early results as encouraging, saying customers were enthusiastic. He noted that in India Prime members who began using the ultra-fast service tripled their shopping frequency.
Regional fulfillment changes behind speed gains
Amazon attributed part of its ability to speed up deliveries to a strategic shift from a national to a regional fulfillment model in the U.S., placing inventory closer to consumers to shorten shipping distances. Jassy said the company now operates 10 distinct regions in its U.S. fulfillment network, up from eight previously.
He added that Amazon has extended regionalization to inbound deliveries to improve efficiency and get items closer to customers more quickly.
Outlook on productivity and faster service
Executives signaled plans to continue improving delivery speeds while increasing productivity across Amazon's global fulfillment network. Olsavsky said the company sees additional opportunities to enhance network productivity while pushing for faster delivery times for customers.
Source and licensing details
This summary is based on reporting by Max Garland for Supply Chain Dive. The original story was licensed through the DiveMarketplace by Industry Dive. Direct licensing inquiries to legal@industrydive.com.
No comments yet. Be the first to comment!