Amazon Prime’s beloved “Today” service—offering same-day delivery on select local products—will officially end on Jan. 24, 2025. This feature was a hit among Prime members who liked the convenience of receiving items from local stores on the same day, saving them time and effort. Unfortunately, Amazon has decided to streamline its services, citing an overlap with other fast-delivery options.

Why It Became a Customer Favorite?

When Amazon Today launched in 2022, it felt like a game-changer. The idea was simple: Prime members could browse local stores on Amazon’s app, select items, and enjoy doorstep delivery or in-store pickup—all on the same day. Retailers like GNC, PacSun, Diesel, and SuperDry hopped on board, adding their inventory to the Amazon ecosystem and promising rapid order fulfillment. The service quickly became a favorite among Prime members, blending online convenience with the immediacy of in-store shopping.

Why is Amazon Discontinuing the Service?

According to Amazon, the decision was driven by an overlap in their speedy delivery network, with “Today” services competing with same- and next-day delivery options already offered. The retail giant has invested heavily in enhancing its existing services and plans to consolidate resources to focus on its core one-day shipping model.

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How Does This Change Affect Prime Members?

Starting in January, Prime members who relied on “Today” will see their options shift to regular same-day or next-day delivery. While Amazon promises to keep most of the product selection intact, the exact list might vary slightly. Currently, Prime members get “Today” delivery free for orders over $25; smaller purchases incur a $2.99 fee. This change could also impact the thousands of Amazon Today employees, who face either reallocation within the company or layoffs.

The Impact on Local Retailers

Local businesses participating in Amazon Today had to adapt quickly. To keep up with Amazon’s high standards, these retailers maintained a strict “Pickup Readiness Rate” of 99%, ensuring orders were packed within an hour of purchase. The end of Amazon Today could be a mixed bag for them. On the one hand, they’ll lose a valuable channel that brought them closer to Amazon’s vast customer base. But on the other, they might benefit from more direct interactions with customers who now come to them for speedy in-store pickups.

What This Means for Amazon’s Business Model

Amazon’s decision reflects a larger trend in the company’s strategy: it’s narrowing down its services to refine and perfect core offerings. By consolidating resources, Amazon can improve its same-day and next-day delivery networks, which have already achieved record delivery speeds. As the company faces ongoing pressure to improve profitability, decisions like this one help streamline operations and control costs—key factors for sustainable growth.

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What Are Amazon’s Plans for the Future?

CEO Andy Jassy has emphasized Amazon’s commitment to reducing costs while improving delivery speeds. As part of this shift, Amazon will increase regional distribution efforts, optimizing inventory placement to further reduce delivery times and minimize packaging costs. By “regionalizing” its network, Amazon expects to enhance its competitive edge and save more on operational expenses, passing those benefits on to consumers through improved shipping times.

Mixed Feelings About the Change

Predictably, Amazon’s choice to axe the Today service has stirred mixed reactions. For Prime members who loved the immediacy, this news may feel like a step backward. Social media is already buzzing with complaints about the loss of this unique feature. However, others appreciate Amazon’s commitment to enhancing its other shipping services, hoping it will lead to faster delivery across the board.

What Alternatives are Out There?

With Amazon Today’s demise, customers still have plenty of options for same-day delivery, both through Amazon and other platforms. Amazon Prime members can still rely on its existing same- and next-day services for most items, though some might miss the local selection and flexibility that Amazon Today provided. For those wanting a similar experience, platforms like Instacart and Walmart+ continue to offer same-day delivery for grocery and local store orders.

Will Amazon’s Speedy Delivery Be Affected?

Amazon has worked hard to enhance Prime delivery speeds, with more than five billion items delivered on the same or next day this year alone. While “Today” users might miss the local shopping feel, Amazon promises that most products will still arrive within a day or two, and they’re not slowing down. “We’ll continue to innovate on speed while maintaining cost efficiency,” Jassy assured during an earnings call earlier this year.

Amazon’s choice to bid farewell to “Today” may upset loyal fans, but it aligns with the company’s broader vision: a unified, ultra-fast delivery system that’s reliable, cost-effective, and constantly innovating.