Amazon introduces same-day shipping for some retail brands

An Amazon clerk pulls a delivery cart full of packages during its annual Prime Day promotion in New York City, June 21, 2021.

Brendan McDermid | Reuters

Amazon said Monday it is adding a handful of retail brands to same-day delivery for Prime members.

For starters, Amazon offers same-day delivery from apparel brands PacSun, Diesel and Superdry, as well as vitamin retailer GNC, in 10 cities across the US. The service is free for Prime members when they spend $25 or more, or $2.99 ​​if they spend less than $25, Amazon said.

Some of the participating retailers also offer shoppers the option to order products online and pick them up in-store.

CNBC previously reported that Amazon was testing a similar model with its Flex delivery drivers, where they would pick up packages from retailers at a mall and deliver them to customers’ doorsteps.

Amazon continues to invest heavily to make same-day and in some areas same-day delivery the default for its Prime members. The company has increased the number of eligible one-day products and now has “thousands” of products that can be delivered within hours.

Consumers are increasingly demanding faster and faster delivery speeds from online retailers, as evidenced by the explosion of super-fast grocery delivery systems in the past year. Retailers have also jumped on the trend by partnering with on-demand delivery providers such as DoorDash, Uber’s Postmates, Instacart, UPS’ Roadie, as well as Target’s Shipt. The partnership means that consumers can often get a new t-shirt or dress in a matter of hours.

With the new partnership, retailers will fulfill orders from inventory in their stores and a Flex delivery driver will pick them up from the retailer. By doing so, Amazon can get online purchases to shoppers’ doorsteps even faster.

Amazon isn’t the only company looking beyond warehouses to fulfill e-commerce orders. Walmart and Target are tapping into their large brick-and-mortar footprints to speed up delivery in hopes of increasing their e-commerce market share.

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