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Amazon (NASDAQ:AMZN) is developing a new "rush" pickup service that would allow customers to collect their online orders from its physical stores within an hour, according to a report by Business Insider on Thursday, which cited an internal company document and a person familiar with the matter.
The feature is designed to allow shoppers to place a "unified" order, combining items stocked both in Amazon's massive online store and those available in its network of brick-and-mortar outlets for a single, rapid collection.
This strategic move underscores the e-commerce giant's investment in quick-delivery models as retailers race to capitalize on the growing demand for instant commerce.
Amazon reportedly plans to pilot the new program in at least one metropolitan area by early 2026, though the timeline is subject to change.
Amazon did not immediately respond to a request for comment on the report.
The planned pickup service is the latest in Amazon’s series of ultra-fast logistics initiatives.
Earlier this month, the company confirmed it was testing "Amazon Now," an ultra-fast delivery service for household essentials and fresh groceries in parts of Seattle and Philadelphia.
Furthermore, in August, Amazon began offering same-day delivery for perishable groceries to its Prime subscribers, a service rolled out in over 1,000 U.S. cities with planned expansion to 2,300 cities by the end of the year.