Amazon wants more shoppers to get orders within an hour. A new kind of in-store pickup could be its next move to make that happen.
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.
An Amazon spokesperson declined to comment.
'Validate customer demand'
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.
In-store pickup, often referred to as "click-and-collect," is surging in e-commerce. Total US sales from click-and-collect services are expected to hit $112.96 billion this year, up 17% from 2023, and grow to $129.33 billion by 2027, according to eMarketer. The research firm projects roughly 152.9 million Americans, or 68% of digital buyers, will use click-and-collect in 2025.
Amazon leads e-commerce by total sales, but Walmart may have an advantage when it comes to delivery speed. Thanks to its network of more than 4,600 US stores, Walmart can reach roughly 95% of American households within three hours. Walmart is the leader in click-and-collect services with a projected $38.50 billion in sales this year, eMarketer data shows.
According to the internal document, Amazon expects the new "rush" pickup service to meet "a key customer need for faster, more convenient access" to its full product selection, while making better use of its physical store network and logistics infrastructure.
"By piloting this capability, we can validate customer demand for rapid pickup while learning how to effectively combine our physical and digital offerings," the document stated.
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