Inside Amazon's Leaked Rush Pickup Service Plans | Fast Five Shorts

Amazon has planned its new rush pickup service Chris According to Business Insider, Amazon is developing a rush pickup service that will let shoppers collect their orders at Amazon owned stores all within an hour, which comes from a reported internal document and a person familiar with the matter.

Shoppers will be able to place a unified order from both Amazon's online marketplace and items stocked in Amazon owned store shores, the document explained.

The tech giant plans to pilot launch the new program in at least one metro area by the first quarter of 2026, according to this document.

However, it is uncertain that whether that timeline is still in effect.

Also said the person familiar with the matter, who spoke on a condition of anonymous anonymity.

I cannot ever say that word.

A non.

He wanted to be anonymous Anonymity.

Thank you.

Because they were not authorized to speak week to the press.

An Amazon spokesperson also declined to comment on this story.

So, Chris, a lot of, a lot of he said, she said in this, in this headline.

But would you advise Amazon to proceed with its rush delivery service if this is indeed on its way in 2026?

100% no.

And I do think we have to look at the source here.

You know, Business Insider, questionable sometimes in terms of what they're covering.

And generally when you see headlines like this too, where the source is anonymous and there's a memo, it's either one of two things.

Either the company is purposely leaking it themselves and doesn't want to talk about it, or you got a disgruntled person who just wants to get, you know, something out on the company.

So, so that's the background here as I look through this story through my lens or my vantage point.

And so but I would not support this pilot.

And I can think of a whole host of reasons why.

I think, number one, this isn't why I go into the Amazon app.

You generally speaking, like I don't go there to coordinate a pickup order.

And two, for that reason I would be leaning into things like faster delivery first, which they've been doing.

And first and foremost I'd be hitting that up.

Play to your strength.

Speed has always been Amazon strength.

It's always been a key part of the flywheel.

I mean they're trying to do that with Rush, but I think the speed of at home delivery in 30 minutes is even more compelling.

And then third, this is the probably the biggest point, like operationally, like where am I going to do this as a consumer at a Whole Foods, which is already filled to the brim with long lines for Amazon returns and boxes and the whole Foods parking lots are disasters.

Like, I remember that running joke like 10 years ago.

Namaste for the Whole Foods parking lot means it's code for eat, you know what and die.

Which is hilarious because that's what a Whole Foods parking lot is like.

They're usually very small, very constrained.

They're not easy to get around.

And now what?

I'm going to ask Whole Foods employees to bring out things like weights and clothes to people's cars or to people that are just happy to stop by there.

So I just don't like it.

And Walmart at the end of the day, if you look at it competitively too, Walmart at the end of the day makes it easier than Amazon and will forever be easier than Amazon because of its locations, because of its design, of its physical operations.

And so they're going to win this battle at scale.

So this is a road to nowhere, in my opinion.

I'm going to slightly disagree with you.

I don't disagree with the points that you made because there's no denying that this is a massive, mass, massive overhaul of.

If we're using Whole Foods as an example, which I think you make the, the right point, that, that seems to me like that's the best case scenario here, would be turning this in the Whole Foods locations into your rapid pickup points.

But, but I actually think this could, I would be piloting this because I think that it could be one of the smartest moves that we've seen out of Amazon as of late.

I know you mentioned it's not why you go into your Amazon app now, but I think that's because it's not, that's not the destination that, like we've said in shows past, you're going there to, like, find, you know, a phone charger and get it shipped to you quickly.

I would say if, if you're able to, which we've not been able to before, if you were able to pick up an Amazon order that included milk, eggs, and the phone charger, would you do it?

Maybe.

I mean, we just haven't had this opportunity before.

And I actually think that if they are moving more towards this, like, get your Doritos, Pepsi and Whole Foods products all in one trip, like, this method makes the most sense to me in order to do that, because it is a trip where you're, you know, you're doing that at Walmart, you're doing that at Target, and this could make sense.

But I think that you still have a big hurdle to get over.

And that's the question that I would have is like, how are you going to operationalize this at a Whole Foods?

Do you have the back of house space to store like all of these products?

Are you working with, you know, your same, same day delivery warehouse and you're delivering orders?

Like, there's a lot of things logistically that have to make sense, but if they could figure it out, I do actually like it.

And I think it starts to make them a little bit more defensible against Walmart, who's just completely eating their lunch.

I don't know.

The last point I make is I think my answer to all those questions would be no.

And at the end of the day, Walmart has nine times the amount of stores that Whole Foods has throughout the US So it's just an uphill battle if that's the only place you can have.

And that's what the story alludes to.

It says Whole Foods, Amazon go and Amazon like fresh, which is like, you know, a pittance, comparatively.

So.

So, yeah, I just don't see it.