What happens when the same-day delivery program you’ve been relying on suddenly turns off its lights?
For thousands of sellers, Amazon Today’s abrupt shutdown is more than just a disruption—it’s a wake-up call. The program launched in 2022 as a way to bridge local retail inventory through Amazon’s fulfillment network. Its speed and convenience helped reshape customer expectations for sellers, but after just two years, Amazon has retired the service as part of cost-cutting measures, leaving sellers scrambling to maintain fast delivery promises.
This isn’t just about Amazon. It’s a signal of how volatile ecommerce fulfillment can be—and a reminder that sellers need to adapt quickly to stay competitive.
What the Closure of Amazon Today Means for Sellers
Amazon Today was more than just a logistics program—it was a key differentiator and competitive advantage for some sellers. By leveraging local retail inventory and Amazon’s vast fulfillment network, sellers were able to offer same-day delivery that was fast, reliable, and customer-focused.
Sellers gained operational support, instant access to a large customer base, and the ability to meet rising expectations for speed-to-doorstep. With features like contracted Amazon Flex drivers and a 99% pickup readiness requirement, the program set a high standard for fulfillment.
Now, its closure leaves a significant gap in the market. Retailers who relied on Amazon Today now have to reconfigure their operations, find new fulfillment solutions, and reassure customers who’ve grown accustomed to lightning-fast shipping.
Beyond the logistical headaches, there’s a deeper concern: If same-day delivery has become a cornerstone of your ecommerce operations, losing it risks customer loyalty, lower conversions, and diminished marketplace ratings, all of which can hurt long-term growth.
Strategies to Adapt Without Losing Momentum
Amazon shutdown of same-day shipping may feel like a setback, but it’s also a chance to build a stronger, more adaptable fulfillment strategy. Sellers who act now can avoid disruptions while positioning themselves for long-term success.
Here’s how:
1. Audit Your Fulfillment Approach
Start by identifying exactly how much of your business relied on Amazon Today. Which products or orders were dependent on same-day delivery?
Next, update delivery timelines across all your sales channels to manage customer expectations and avoid negative reviews. For example, adjust shipping SLAs (service-level agreements) on platforms like Amazon, Walmart, and Shopify to reflect realistic delivery times with your new logistics setup.
Transparency now prevents dissatisfaction later.
2. Explore Alternative Fulfillment Options
The end of Amazon Today doesn’t mean the end of same-day delivery. Several other providers specialize in quick, reliable fulfillment:
On-Demand Delivery Platforms
Uber Direct and DoorDash Drive enable local delivery without requiring extensive infrastructure.
Specialized Fulfillment Services
Solutions like ShipStation FlashBox, Selery, and ShipDudes offer scalable same-day options for ecommerce businesses.
Near-Same-Day Options
For sellers prioritizing cost-efficiency over immediate speed, providers like ShipMonk deliver two-day shipping at a competitive price point.
When choosing a partner, consider geographic reach, integration with your ecommerce platforms, delivery speed, and cost. The right match can bridge the gap left by Amazon Today while offering flexibility for future growth.
3. Diversify Multichannel Fulfillment
Relying heavily on one platform is always risky. Use this opportunity to reduce dependency on Amazon by expanding into marketplaces like Walmart Marketplace, Target Plus, or Shopify’s Shop Promise. Diversifying your sales channels not only spreads risk but also broadens your customer base.
To support this shift, ensure your product feeds are optimized for every channel, reflecting accurate shipping timelines and service availability.
Preparing for Long-Term Fulfillment Success
The end of Amazon Today is a reminder that the ecommerce landscape can change overnight. To stay ahead, you need to ensure your fulfillment strategy is resilient, efficient, and adaptable.
Here’s how to get started:
1. Make Inventory Work for You
Faster delivery starts with smarter inventory management. Use tools like barcode scanners or RFID to track inventory levels in real time and avoid overstocking or stockouts.
Consider positioning inventory in regional warehouses or micro-fulfillment centers to shorten shipping distances and cut costs. For example, distributing high-demand products across multiple locations can turn a three-day delivery into a next-day option without breaking the bank.
2. Automate Product Data Updates
Clean, accurate product data ensures your fulfillment strategy runs smoothly—especially during transitions. Automate your product feed updates to reflect real-time stock levels, shipping timelines, and delivery capabilities across all your sales channels.
Tools like GoDataFeed can help prevent outdated information from causing delays or customer complaints. The less manual effort you spend, the fewer errors you’ll encounter.
3. Build a Catalog That Can Pivot
Your product catalog shouldn’t tie you down. A portable, well-structured catalog lets you switch fulfillment providers or marketplaces with minimal disruption. For instance, if you’re transitioning from Amazon Today to a service like ShipStation FlashBox or DoorDash Drive, having up-to-date product details—such as delivery options and regional availability—makes the handoff seamless.
4. Plan for the Unexpected
Treat every fulfillment decision as part of a bigger strategy. Regularly evaluate your partnerships, costs, and delivery speeds to identify weaknesses before they turn into problems. Build flexibility into your operations by keeping multiple fulfillment options on standby, so you’re never caught off guard when a program ends or customer demands shift.
This isn’t just about surviving the loss of Amazon Today—it’s about building a system that thrives no matter what comes next.
Turning Disruption Into Opportunity
Amazon Today’s closure is a reminder of how quickly the ecommerce landscape can change. But with the right strategy, it’s a shift you can navigate—and even leverage—to your advantage. Sellers who adapt now by diversifying fulfillment options and building operational resilience will not only meet today’s challenges but position themselves to thrive in an ever-changing market.
