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How Amazon Set New Customer Expectations for Delivery
Examining the "Amazon Effect" on last-mile delivery expectations, and how Amazon's commitment to fast, free, and transparent delivery has set new industry standards.
Examining the "Amazon Effect" on last-mile delivery expectations, and how Amazon's commitment to fast, free, and transparent delivery has set new industry standards.
Today’s customers expect more than just fast delivery—they expect fast, free, trackable, and transparent delivery. Whether ordering from an e-commerce giant or a local shop, the bar has been raised across the board.
This transformation is largely due to what’s known as the “Amazon Effect.” Over the past two decades, Amazon has grown from an online bookstore into one of the largest logistics forces in the world. In doing so, it has redefined what consumers expect from the delivery experience.
While home delivery has existed for decades—groceries, prescriptions, mail-order products—Amazon revolutionized how those deliveries are perceived. The internet accelerated this shift, making ordering faster and more convenient. As a result, customers now expect products to arrive in hours or days, not weeks.
In 2019, nearly half of online shoppers said their orders arrived within 2–3 days. Five percent received them the same day. These new benchmarks weren’t just set by technology—they were shaped by companies that made speed and convenience central to their customer experience. No company has done this more successfully than Amazon.
Today’s shoppers expect fast, affordable delivery—and they gravitate toward businesses that can provide it. While some are willing to pay extra for same-day delivery, the majority now expect free or low-cost options without delays.
This shift is largely attributed to Amazon’s aggressive investment in delivery infrastructure and customer-centric services. As Amazon raised the bar, other businesses were forced to adapt or risk falling behind.
The data speaks for itself:
Globally, Amazon continues to expand. It held 30% of the UK’s e-commerce market in 2019, and more than 20% of German consumers were projected to subscribe to Amazon Prime by 2020.
Amazon is no longer just a retailer—it is also one of the world’s largest logistics companies. In 2019, it spent nearly $10 billion on transportation and developed a fleet of trucks, vans, and independent contractors through Amazon Flex.
By 2020, Amazon’s internal logistics handled around half of all its U.S. shipments.
With this level of infrastructure and scale, Amazon has changed what customers expect from everyone else—whether you’re a global retailer or a local flower shop.
Before Amazon Prime launched in 2005, the average online order took 7–10 days to arrive. Prime introduced two-day shipping for a flat annual fee, making fast delivery feel effortless and “free.” In doing so, it rewired consumer expectations.
Today, 94.6% of consumers expect delivery in two days or less.
Amazon pushed the envelope further in 2019 by offering one-day and same-day delivery in select areas. Customers can now order in the morning and receive their purchase before dinner.
Local businesses may not match Amazon’s reach, but they can offer fast delivery by leveraging local proximity. In fact, 76% of consumers say they’re more likely to buy from a local business if same-day delivery is offered. Many retailers now convert physical stores into local fulfillment centers or partner with independent couriers for rapid last-mile service.
Amazon Prime’s “free” shipping model rewrote the rules of checkout psychology. While Prime members technically pay an annual fee, the lack of per-order shipping charges feels like a bonus—and encourages more frequent purchases.
As of 2020:
Many businesses now offer free shipping thresholds (e.g., spend $50 or more) to encourage larger baskets while staying competitive. Others reduce costs through route optimization or by consolidating deliveries with local couriers. The expectation, though, is set: shipping should be low-cost, or preferably free, for the average shopper.
Today’s consumers want more than just fast delivery—they want full visibility into where their package is and when it will arrive.
Amazon’s order tracking features include:
78% of customers say accurate ETAs are crucial to their delivery satisfaction.
Retailers who can’t offer this transparency risk losing trust. According to consumer data, 45% of shoppers say they would stop buying from a business after a late delivery.
Small and mid-sized businesses can now offer similar experiences using tools like EasyRoutes. Features such as live tracking, photo proof, and driver updates bring enterprise-grade functionality to independent delivery teams—without the overhead.
The Amazon Effect has permanently changed what customers expect from delivery: speed, affordability, and transparency. While smaller businesses can’t match Amazon’s scale, they can meet (and even exceed) these expectations by investing in smart logistics tools and local delivery strategies.
Solutions like EasyRoutes empower businesses to optimize routes, manage deliveries, and provide real-time tracking that rivals even the largest retailers.
To learn more, visit Roundtrip.ai or install EasyRoutes from the Shopify App Store to start your free 14-day trial.
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Roundtrip.ai's mission is to equip every business with the software tools they need to deliver products to their customers in a delightful way. Thousands of worldwide choose EasyRoutes to power their local deliveries across dozens of product categories, from meal kits and groceries to coffee, cupcakes, kibble, and so much more. Our easy-to-use route planning and delivery optimization app is certified Built for Shopify, a two-time Shopify staff pick, and the top rated local delivery app on the Shopify App Store.