The need for speed: here's why Amazon has no desire to stop at one hour online deliveries

Amazon is starting one-hour and three-hour deliveries in parts of the US, with Udit Madan, Senior Vice President of Worldwide Operations commenting this week: “Our customers are busier than ever and are looking for new ways to save time while keeping their households running.”

And the company has no intention of stopping there, observes Brittain Ladd, a supply chain consultant and former Amazon executive.

In a LinkedIn post, he said: “I like using the analogy of the battle of Dien Bien Phu in March 1954, between French and Vietminh forces, to describe what its like competing against Amazon. The shelling never stops. There is nowhere to hide. Amazon just keeps getting closer and taking market share.”

“Let me break the bad news first: Amazon has no desire to stop at one-hour deliveries. It has every intention of rolling out micro-fulfillment centres, Rivian vans with everyday essentials, and drones that will allow it to offer deliveries in 30 minutes.”

He added: “Yes, Walmart has 4,750 stores in the USA and 90% of the population is within ten miles of a Walmart store. Sounds daunting. It’s not. Amazon knows it can be within two to five miles of the majority of the US. population. Advantage Amazon.”

In addition to 30 minute deliveries, Amazon is collecting data from its delivery drivers by having them wear smart glasses. And it is using said data to train humanoid robots that will eventually ride on autonomous Rivian vans making deliveries of groceries and other products. The deliveries will happen 24/7 365 days per year, Ladd claims.

He commented: “Kroger is in a tough spot. It wasted billions building Ocado CFCs that can’t make deliveries in one to three hours. Kroger has no legitimate last mile delivery programme that can cost-effectively compete with Amazon today let alone two or three years from now. It could but it has to be willing to hire the right people, and make significant changes to its current operations to make it happen.”

“Walmart generates over 50% of its revenue from selling groceries. Imagine if Amazon takes 10% of Walmart’s market share? Or 20%? The shelling never stops. And Walmart is a big target. Albertsons, Ahold Delhaize USA, and the majority of other grocery retailers have no chance. They will default to using Instacart, DoorDash, and Uber Eats. They will quickly lose customers and market share.”

The company best prepared against Amazon is H-E-B, according to Ladd. “I supported the team that made the decision to select and install AutoStore MFCs in locations throughout Texas. Smart. Very smart. HEB has invested in infrastructure and other strategies. Amazon will find that shelling HEB is a losing strategy.”

He concluded: “Every grocery retailer who thinks they know what Amazon is going to do next is wrong. They have failed to understand that Amazon isn’t treating groceries like a category, they’re treating it like a war that needs to be won with tactics and deception. The shelling isn’t going to stop. It’s going to increase.”

2026 RTIH Innovation Awards

On demand delivery will be a key focus area at the 2026 RTIH Innovation Awards.

The awards are now open for entries and celebrate global retail technology innovation in a fast moving omnichannel world.

Our winners will be revealed at the 2026 RTIH Innovation Awards Ceremony, taking place at The HAC in Central London on Wednesday, 4th November.

Check out our 2025 winners here.

Our 2025 hall of fame entrants were revealed during a sold out event which took place at The HAC on 16th October and consisted of a drinks reception, three course meal, and awards ceremony presided over by award winning comedian, actress and writer Tiff Stevenson.

In his welcome speech, Scott Thompson, Founder and Editor, RTIH, said: “This is the awards’ fifth year as a physical event. We started off with just 30 people at the South Place Hotel not far from here, then moved to London Bridge Hotel, then The Barbican, and last year RIBA’s HQ in the West End.”

“But I’m conscious of the fact that, to quote the legend that is Taylor Swift, You’re only as hot as your last hit, baby. So, this year we’ve moved to our biggest venue yet, and also pulled in our largest number of entries to date and broken attendance records.”

He added: “This year’s submissions have without doubt been our best yet. To quote one of the judges: The examples of innovative developments across both traditional and digital retail spaces were truly remarkable.”

Congratulations to our winners, and a big thank you to our sponsors, judging panel, the legend that is Tiff Stevenson, and all those who attended our 2025 gathering.