Amazon launched this Tuesday (3) Amazon Now, a service that promises to deliver grocery products in up to 15 minutes. The novelty marks the company’s entry into the ultra-fast delivery segment in Brazil and, for the first time, includes fresh and frozen foods in the company’s portfolio in the country.
The service begins to be made available gradually until March 9 in eligible neighborhoods in eight large cities: São Paulo, Rio de Janeiro, Campinas, Curitiba, Fortaleza, Porto Alegre, Recife and Belo Horizonte. Orders can be placed via the Amazon.com.br website or the Amazon Shopping app. For Prime members, shipping is free.
The launch is part of the company’s strategy to speed up delivery times in the country. By 2025, Amazon claims to have delivered more than 50 billion items on the same day or next day to Prime members. The company currently has more than 250 logistics centers in Brazil — with 100 opening in 2025 alone — a movement that supports the expansion of the fast delivery network.
Continues after advertising
“Amazon Now expands our delivery options to serve customers who urgently need essential items,” said Juliana Sztrajtman, president of Amazon Brazil. “We are bringing the trust and service excellence that our customers already know for ultra-fast deliveries, getting what they need in 15 minutes, when they need it most.”
Also read:
How Amazon Now works
Products eligible for the modality are identified with the “Amazon Now” seal. When selecting one of these items, the consumer accesses a dedicated experience, with its own cart and checkout — allowing them to complete the purchase of urgent items separately from traditional Amazon orders.
The assortment includes fruits, vegetables, meat, dairy products, frozen foods, drinks, as well as personal hygiene and cleaning items. It is the first time that the company operates with fresh and frozen foods in Brazil.
Payments can be made via credit card or Pix. After completing the order, the customer receives a tracking link via WhatsApp, which directs to a page with an interactive map for real-time monitoring. Through the system, it is also possible to communicate with the delivery person securely, without sharing personal data.
Prime customers get free delivery. For other consumers, the fee is R$5.49 per order. As a launch promotion, all orders will be exempt from service fees. There is also the option to add a tip, the amount of which is passed on in full to the delivery person.
Continues after advertising
Convenience and gradual expansion strategy
According to the company, Amazon Now represents another step in the strategy of increasing speed and variety. “We have already significantly expanded our delivery options within hours in São Paulo and Rio de Janeiro, allowing products from more than 30 categories to be received within hours of purchase,” stated Juliana. “Now, with Amazon Now, we’re introducing deliveries in minutes and, for the first time in the country, entirely new categories — fresh and frozen foods — that transform the way Brazilians can do their urgent grocery shopping. This evolution reinforces our commitment to setting new standards of convenience for our customers.”
The expansion will be gradual, both in geographic coverage and product variety, based on consumer demand and preferences. Customers can check whether the address is within the service area directly on the page dedicated to the service.
With Amazon Now, the company reinforces its commitment to convenience consumption and enters more directly into the dispute with delivery apps and supermarket chains, in a move that expands Amazon’s role in Brazilian food retail.
