TLDR
- Amazon is developing a “rush” pickup service allowing customers to collect orders from physical stores within one hour
- The service will combine items from Amazon’s online marketplace and physical locations like Whole Foods, Fresh, and Go stores
- Pilot launch planned for at least one metro area by early 2026, though timeline may have changed
- Amazon faces stiff competition from Walmart, which leads click-and-collect sales with projected $38.50 billion this year
- Click-and-collect sales in the US expected to reach $112.96 billion in 2025, up 17% from 2023
Amazon is working on a new pickup option that could get orders into customers’ hands faster than ever. The company is developing a “rush” service that lets shoppers grab their purchases from Amazon-owned stores within an hour of ordering.
The new feature will let customers place what Amazon calls a “unified” order. This means they can combine items from Amazon’s online store with products already sitting on shelves at physical locations. Amazon operates Whole Foods, Fresh grocery stores, and Go convenience stores across the country.
According to an internal document, the company wants to pilot the program in at least one major city by the first quarter of 2026. The project is being tracked by Amazon’s senior vice presidents, some of the highest-ranking leaders at the company. However, a person familiar with the matter said the timeline might have shifted.
Amazon declined to comment on the plans.
Racing Against the Clock
The rush pickup service is Amazon’s latest move in the ultra-fast delivery game. Last week, the company launched Amazon Now in parts of Seattle and Philadelphia. That service promises 30-minute delivery for household essentials and fresh groceries.
Amazon has been testing similar quick delivery options in the UK, India, and Mexico. Right now, the company offers next-day pickup on some US online orders. Grocery subscribers can already collect certain items in as little as 30 minutes.
The push into faster pickup makes sense when you look at the numbers. Click-and-collect sales are booming. Total US sales from these services will hit $112.96 billion this year, according to eMarketer. That’s a 17% jump from 2023.
By 2027, click-and-collect sales are expected to reach $129.33 billion. About 152.9 million Americans will use these services in 2025. That’s roughly 68% of all digital buyers.
Walmart’s Home Field Advantage
Amazon dominates e-commerce overall, but Walmart has the edge in click-and-collect. Walmart’s network of more than 4,600 US stores gives it serious reach. The retailer can deliver to about 95% of American households within three hours.
Walmart is projected to generate $38.50 billion in click-and-collect sales this year. That makes it the clear leader in the space.
Amazon’s internal document says the rush pickup service will meet “a key customer need for faster, more convenient access” to products. The company wants to make better use of its physical stores and delivery network.
The document also states that piloting the service will help Amazon “validate customer demand for rapid pickup.” The company wants to learn how to blend its online and in-store operations more effectively.
In August, Amazon started offering same-day delivery for perishable groceries to Prime subscribers. The service launched in over 1,000 US cities with plans to expand to 2,300 cities by the end of the year.
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