Page 191 - 7X PR REPORT - OCTOBER 2025

10/22/25, 10:54 AM Amazon to compete with 15-minute delivery services in Dubai, Abu Dhabi - Arabian Business: Latest News on the Middle East, …

The operational complexity of 15-minute delivery has forced Amazon to rebuild core systems
from scratch, Mouchawar said

“This is the shortest one. It’s the most delicate, accurate,” Mouchawar

acknowledged, highlighting the perishable service’s vulnerability.

The company is betting heavily on AI and machine learning to manage dynamic
inventory across neighborhood micro-fulfillment centers, accounting for

seasonal patterns and hyperlocal demand variations.

Amazon Now will seek to expand further to cities in the UAE, Saudi Arabia, and
Egypt in what Mouchawar described as a “hyper, super, hyper local” service.

Mocuhawar offered no timeline for expansion beyond these three markets,

highlighting that the company is only “focusing on the big cities.”

He also revealed that Amazon has moved “over 100 tons” of bananas through
the service, positioning the fruit as a top seller and making light references to

school lunch habits.

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