Amazon has started asking some third-party sellers in the US to pay for access to its sub-Same Day delivery service, as it expands this fast delivery option. The move, reported on August 30, 2026, aims to give sellers a chance to boost sales by offering quicker delivery to customers, according to livemint.com.
The company is implementing a bidding system where sellers using Amazon's fulfillment network can compete for spots in the sub-Same Day delivery program. This approach allows Amazon to manage demand for its fastest delivery service while providing merchants an opportunity to improve their product visibility and sales through faster shipping options, the report explained.
This development comes as Amazon seeks to enhance its logistics capabilities amid growing competition in e-commerce delivery speed. By monetizing access to faster delivery slots, Amazon aligns seller incentives with customer expectations for rapid fulfillment. The strategy reflects broader trends in the sector where delivery speed increasingly influences consumer choice and seller performance on marketplaces.
Amazon's expansion of the sub-Same Day delivery service and introduction of the bidding mechanism for sellers was detailed on August 30, 2026, by livemint.com, marking a notable shift in how the company manages its fulfillment services for third-party merchants.