Amazon introduces bidding fees for sellers to qualify for ultra-fast delivery

Amazon has rolled out a new optional bidding system for Fulfillment by Amazon merchants who want their items eligible for the company's sub-Same Day delivery, promising arrival as soon as two hours after order placement in roughly 2,300 metropolitan regions. An internal email explained that sellers may set a per-unit price they are willing to pay, and they will be billed only for units actually shipped via the accelerated service, which historically generates about a 12% sales uplift.

The company said it will assess bids using metrics like customer ratings, while continuing to allow a broad range of products to use its standard Same Day network at no extra charge. Industry advisers note the move could raise sellers' overall costs, as faster delivery often requires stocking inventory closer to customers, sometimes in multiple warehouses. Some sellers view the bid as another fee, while others argue it may be preferable to a flat surcharge. The change reflects Amazon's broader push to expand ultra-quick delivery options, including 30-minute slots for groceries in select cities.