In today’s ultra-competitive retail landscape, speed isn’t just a bonus — it’s a battleground. Amazon is doubling down on this with a major expansion of same-day delivery across Europe, rolling out fulfilment capabilities to 20+ new cities, including:
So, is same-day delivery still a competitive edge — or is it now table stakes?
For brands selling on Amazon or through D2C channels in Europe, it’s both — and how you respond now will define your growth trajectory.
Amazon’s 2025 investment in regional fulfilment centres is reshaping delivery expectations far beyond major capitals. With same-day and one-day delivery expanding rapidly, even consumers in Tier-2 and Tier-3 cities expect Prime-speed convenience.
This has major implications for:
Implementing a fast fulfilment strategy offers tangible advantages:
Improved Buy Box performance for Amazon listings
Higher conversion rates, especially in health, personal care, and FMCG
Increased brand trust and loyalty from speedy delivery
Stronger visibility in Amazon EU’s algorithmic rankings
According to consumer research, speed is now directly tied to purchase intent — particularly for replenishable or time-sensitive products.
Scaling delivery speed across borders is complex. Brands must manage:
Without expert support, these complexities can quickly erode margin and brand experience.
At Luzern, we partner with global brands to strategically scale Amazon and D2C operations — ensuring delivery speed doesn’t come at the cost of efficiency or control.
We provide:
FBA and Seller Central strategy tailored by market
Multi-market inventory & logistics optimisation
Compliance alignment with EU returns, packaging, and VAT regulations
End-to-end operational support, from first-mile to doorstep
Whether you’re selling in Germany, France, Italy, or looking to expand into the Netherlands, Luzern helps you compete on speed — without burning out your team.
So, Is Same-Day Still a Competitive Advantage?
Yes — but the window is closing.
As Amazon pushes same-day delivery across Europe, the brands already optimised for this shift will gain a first-mover advantage in traffic, trust, and revenue. Those who wait will be forced to play catch-up in a more crowded, faster landscape.
Get in touch with Luzern’s eCommerce team to explore a delivery strategy that fits your brand and market goals.
Or download our European eCommerce Report to see what’s changing in your key markets.