Amazon plans a new 'rush' pickup service as it doubles down on rapid delivery

"Amazon is developing a "rush" pickup service that will let shoppers collect their orders at Amazon-owned stores within an hour, according to an internal document and a person familiar with the matter. Shoppers will be able to place a "unified" order from both Amazon's online marketplace and items stocked in Amazon-owned stores, the document explained. The company operates several physical retail formats, including Whole Foods, Fresh grocery stores, and Go convenience stores."

"The tech giant plans to pilot-launch the new program in at least one metro area by the first quarter of 2026, according to this document. The initiative is tracked by Amazon's SVPs, the most senior group of leaders at the company, it noted. However, it's uncertain whether that timeline is still in effect, said the person familiar, who spoke on the condition of anonymity because they were not authorized to speak to the press."

"The new pickup service would be Amazon's latest attempt to enable ultrafast, sub-one-hour deliveries. Just last week, the company launched Amazon Now, a new 30-minute delivery service in parts of Seattle and Philadelphia. It has also been testing similarly quick delivery offerings in countries such as the UK, India, and Mexico. For those who want to pick up in-store, Amazon currently offers next-day pickup on some US online orders. Grocery subscribers can also collect select items in as little as 30 minutes."

Amazon plans a "rush" in-store pickup service enabling shoppers to collect unified orders from the online marketplace and items stocked in Amazon-owned stores within one hour. The initiative would leverage Amazon-owned formats such as Whole Foods, Fresh grocery stores, and Go convenience stores. The company intends to pilot the program in at least one metro area by the first quarter of 2026 and tracks the effort at the senior leadership (SVP) level, although the timeline may be uncertain. Amazon has been expanding ultrafast options like Amazon Now and already offers next-day pickup and grocery rapid collection options. The move targets growth amid strong click-and-collect competition from Walmart and Target.

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