Comment / Amazon delivers a 30-minute shockwave in B2C shipping 

ID 12929769 © Jose Manuel Gelpi Diaz | Dreamstime.com

Amazon’s 30-minute delivery is no longer a thought experiment – it’s live, operational, trying to rewrite the rules of engagement for e-shoppers in two major US cities.

With so-called Amazon Now delivering thousands of household essentials and fresh groceries in about half an hour across parts of Seattle and Philadelphia, the parcel industry is confronting something it has long tried to dismiss as hype: ultrafast delivery at scale, embedded directly into mainstream consumer behavior.

Crucially, this is not a ...