Amazon has announced it’s pulling the plug on Amazon Today, a same-day delivery service that has been a favorite for customers wanting quick local delivery from stores in their neighborhood.
Unlike the core Prime service, which brings goods from Amazon’s vast network of warehouses, Amazon Today allowed customers to receive items from nearby brick-and-mortar stores like Office Depot, Petco, PacSun, and even some local independents. In addition to delivery, it also enabled customers to order for in-store pickup, a convenient perk that some will miss when the service winds down early next year.
Amazon cited “overlap” with its other delivery options as the main reason for cutting Amazon Today, explaining that most items available through Today can still be found through the same- or one-day Prime service. While Prime’s expanded delivery options—two-day, same-day, and even one-hour delivery in some areas—continue to speed up, it seems the Today service wasn’t different enough to stay in Amazon’s lineup.
Amazon to shut down speedy brick-and-mortar delivery service, “Amazon Today”.
Office Depot, Staples, Petco, PacSun, GNC and other retailers were using the service to offer speedy delivery from their brick-and-mortar stores and shopping malls to get products to customers faster.… pic.twitter.com/X4LrsB5Xrh
— Tom the Amazon Guy (@amazonppcguy) October 29, 2024
The decision hasn’t exactly gone over well with customers, though. Many on social media have expressed frustration, with some even threatening to cancel their Prime memberships, arguing that Amazon isn’t prioritizing convenience the way it once did. For those who enjoyed grabbing last-minute essentials from Today’s store partners, it’s a disappointing change that feels like a step backward in service.
The impact doesn’t just stop with customers. Amazon Today’s shutdown also means job losses or reassignments for employees managing the service, and it could affect local businesses that benefited from Today’s streamlined, same-day deliveries. Customers who relied on Amazon’s $2.99 delivery fee for smaller purchases—or even free delivery for orders over $25—might find alternative delivery options costlier or slower.
The change also comes at a time when Amazon’s CEO Andy Jassy has been highlighting record-breaking delivery speeds. On a recent earnings call, Jassy touted that Prime’s 2023 delivery times have been “faster than ever,” with over 5 billion items arriving the same day or the next day. By removing Amazon Today, the company could focus even more resources on its core Prime service, further refining its logistics to consolidate orders and reduce inventory transfers.
The announcement comes amid other shifts at Amazon, like the recent, subtle tweak to its iconic app logo—from its signature blue tape box design to green stripes. On a more strategic front, Amazon has big pharmacy expansion plans next year, with 20 new locations slated to open as traditional drugstores like Walgreens are closing hundreds of stores.
While Amazon Today’s end may be unwelcome news for some loyal customers, it’s part of Amazon’s broader efforts to streamline services and concentrate on scaling its Prime speed even further. And with the retail giant constantly making adjustments, there’s little doubt Amazon will keep evolving—whether shoppers embrace each change or not.
