Google and eBay had already entered the fray but Amazon, applying its advantage in physical infrastructure to support and implement its strategy has now announced one hour delivery. It's $7.99 for that service, but free for customers willing to wait for two hours.
This may sound like a childish attempt at one-upsmanship, but the organizational and operational sophistication required - on top of the technological systems to make it possible - are time and resource intensive. This would be hard to execute even if you had all of the necessary pieces in place - and were efficient enough to make them work in sync.
Amazon may be solidifying a lead - but it is also sending a message to its competitors that if they hope to remain in this arena, they had better be prepared to invest and build as Amazon has. JL
Davey Alba reports in Wired:
The service lets you order from a range of more than 25,000 “daily essentials” and have them delivered to your door within an hour for a $7.99 fee. And if you’re OK with a two-hour window, the company waives this delivery fee.