Amazon, Rappi Launch Amazon Now in Mexico

Amazon Mexico is launching Amazon Now, an ultra-fast delivery service developed in collaboration with Rappi, offering more than 5,000 essential products and restaurant meals delivered in less than fifteen minutes. The service is available in ten major cities, including Mexico City, Guadalajara, and Monterrey.

“We have evolved our promise of speed: from two-day delivery, to one-day, to same-day, and now to only fifteen minutes with Amazon Now,” says Pedro Huerta, Country Manager, Amazon Mexico.

The introduction of Amazon Now represents a new stage in the competition to dominate the last-mile delivery segment in Mexico’s e-commerce market. The alliance combines Amazon’s logistics infrastructure with Rappi’s dark store network and delivery workforce, creating a model focused on immediacy, data intelligence, and operational optimization supported by AI.

Mexico is becoming one of the most dynamic e-commerce markets in Latin America. According to Amazon’s Impact in Mexico 2024 report, the company operates in more than 400 cities and supports over 27.000 local sellers, 99% of which are small and medium-sized enterprises (SMEs). The introduction of high-speed delivery services responds to growing consumer demand for speed and convenience.

Amazon Now integrates over 5,000 products, including fresh groceries, frozen items, household essentials, over-the-counter medicines, electronics, beauty products, and pet supplies. During the launch phase, deliveries are free for Amazon Prime members, while other customers pay MX$53.33 (US$2.87) per order.

The system leverages AI-driven predictive logistics, analyzing shopping patterns, high-demand zones, and delivery routes to anticipate orders and optimize resources. This approach aligns with the global trend of predictive delivery, in which platforms use machine learning and data analytics to minimize waiting times without relying on large, centralized warehouses.

Rappi contributes its last-mile infrastructure and a network of more than 30,000 restaurants integrated through Rappi Restaurants. “This collaboration represents a significant opportunity for the restaurant industry in Mexico, expanding its customer base and generating new business opportunities,” says Ivan Cadavid, CEO, Rappi Mexico.

Rappi’s operational model is supported by a network of urban dark stores — small, strategically located fulfillment centers that shorten the distance between inventory and end consumers. According to company data, Rappi has processed over 700 million orders over the past decade, operates in 110 cities, and achieved a record delivery time of 3.9 minutes through its Rappi Turbo service.

The Amazon Now launch also strengthens the Amazon Prime membership program in Mexico, which now offers same-day delivery in 14 cities, next-day delivery in 80, and additional benefits such as Prime Video, Prime Music, Prime Gaming, and now fifteen-minute deliveries and free restaurant orders from over 30,000 establishments.

Beyond immediate consumer benefits, the Amazon–Rappi partnership redefines Mexico’s digital supply chain ecosystem. The integration of automated logistics, real-time data analysis, and multi-platform coordination marks a structural shift toward a fully connected commerce model, in which every transaction becomes a data point that enhances subsequent delivery cycles.