Amazon Today

Offer same-day delivery and in-store pickup from your retail locations

Created for businesses with a retail presence, Amazon Today showcases your in-store inventory on Amazon's storefront. Harness our scale and reach by expanding your fulfillment options for items purchased on
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Attention: Integration developer partners

Create solutions for brands to grow omnichannel initiatives with our REST-based API

Amazon Today integrates with your existing systems by collaborating with an ever-growing network of integrators. We enable multiple integrators, and we’re open to working with your preferred partner. Throughout the integration process, you’ll have access to our experts across solutions architecture, operations, and account management.
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Reach up to millions of Amazon customers the same day

Amazon shoppers will be able to select Same-Day Delivery or reserve items for pickup directly from your store.
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Amplify your brand recognition and engagement
Use your own brand packaging for all store orders.
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Potential to increase your sales through in-store pickup
Convert foot traffic into additional revenue potential when customers pick up their orders from your local retail store.
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Create a true customer-first experience
We'll ensure system integrations and in-store fulfillment operations meet best practices.

51% of online shoppers checked online for product availability at a nearby store.

Omnichannel 2022 Innovation Report

Brand testimonials

[Amazon Today] created another avenue for GNC to engage Amazon loyalists and capture a whole new audience.
Scott SaegerSVP and CIO, GNC
Sur La Table was able to unlock a whole new level of brand exposure, introducing our products to thousands of customers and driving significant sales.
Jordan VoloshinCEO, Sur La Table
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4 steps to get started

We'll kickoff a collaborative process where we'll partner with you to ensure a seamless onboarding experience making your selected in-store inventory available for fast fulfillment or pickup to local shoppers.

Step 1

Sign-up for Amazon Today

When you apply, we'll assign a single point of contact who will work with you directly to onboard your desired stores and inventory selection.

Step 2

Technical integration

We've developed a set of APIs that allow you to list your selected in-store inventory on and fulfill orders from your retail locations via Amazon's delivery network.

Step 3

Store launch

After we complete quality assurance, our launch team will work with your store operations team to incorporate Amazon's standard SOPs and to customize individual store settings for both customer and driver pickup.

Step 4


Our launch team will create a collaborative ramp plan with you to scale the program to your retail network at a pace that fits your brand's needs.
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Did you know?

Amazon offers other ways to reach local customers

With Amazon Local Selling, you can get access to order-tracking solutions to help manage local deliveries. Expand using Self-Delivery, and offer customers services like Assembly and Haul Away. Geographic regions near your physical stores or shipping operations can serve as local-only shipping hubs for orders made in the Amazon store.

Frequently Asked Questions

What is Amazon Today?
Amazon Today provides reliable same-day delivery at scale to our enterprise retail partners via our Amazon Flex Driver delivery partners while also offering in-store pickup. Amazon Today includes built-in customer service, real-time inventory, out of stock buffers, and capacity management controls, allowing our partners to take full advantage of their existing technology investments while adding a new sales channel to drive incremental order volume at retail stores nationwide.
I don't have a seller account. Can I participate in Amazon Today?
When you sign-up for Amazon Today, our team will help you onboard onto Amazon.
I am already an Amazon vendor. Can I enable Amazon Today from my physical stores?
If you are a vendor with your own branded retail stores and can meet program eligibility criteria, please contact your Account Manager to learn more.
I am already an Amazon seller. How can I participate in Amazon Today?
Amazon Today is simply an extension of your existing Amazon selling account. If you are an existing selling partner using API integrators, you can use your existing APIs and append program-specific granularity and integration points to your existing feeds, with no impact to the existing listing(s) and configuration. Once one of your physical stores is onboarded to the program, you can select products you are already selling nationally and enable them for Amazon Today, as long as they are available at that participating store.
I already have a seller account. Do I need to create a separate account for Amazon Today?
No, you will be able to use your existing Amazon seller account to enroll into Amazon Today. The program is subject to additional terms contained in an addendum that participants sign prior to onboarding.
Do I have to have different APIs for this or can I augment my existing integration?
You can continue to leverage your existing integration to manage your current Amazon partnership and augment a few additional APIs to support this program. You will receive detailed technical documentation for these APIs and have the support of a Partner Success Manager who will guide you through the additional integration.
Can I work with an integrator to manage this program?
Yes, you can work with an integrator for this program. Please let your Partner Success Manager know what integration partner you are working with. We may already be in active integration discussions.
How long is the onboarding process once I sign-up?
The integration time between the kickoff and launch date is variable and subject to the existing nature of your business relationship with Amazon and your tech readiness. Based on initial launches, we typically see an end-to-end timeline of 6-10 weeks after integration work has begun.
Can I list in-store items for nationwide shipping?
No. At this time, this service is focused on providing fast fulfillment to local customers.
Can I allocate inventory specifically for this program using multi-channel inventory allocations?
Yes, you can choose to allocate inventory specifically for this program. If you do not have multi-channel allocation capabilities, we can assist you with establishing protective buffers and mechanisms to prevent overselling. We understand that every partner (and store) is unique and will work with you to optimize your selected inventory for this program.
What terms apply to my participation in Amazon Today?
Visit the the Amazon Today application page for terms and conditions.

Same-day delivery as a purchasing factor for millennials increased by 3,300% post-quarantine.

Traub x Crosswalk Report: Quarantine & The Effects on the American Consumer

Amazon Today

Your customers are increasingly looking for fast and convenient delivery and pickup options. Amazon Today is a unique opportunity to market your in-store selection on and offer same-day delivery or in-store pickup in a few hours from your store to millions of customers.
illustration collage of product shipping, returns, and customer service
Attention: Integration developer partners

How tech integration works — and who we’re partnering with

Amazon Today is a headless, API-first program designed to provide the best possible customer experience for same-day delivery and in-store pickup from our partners’ retail locations. Through REST-based API, we provide programmatic access to Amazon Today orders, delivery status, and inventory updates in a near real-time basis.

We offer thought leadership and guidance during the selling partner's onboarding process, providing set points of contacts for technical integration, store operations, and launch planning. We also equip all of our partners with an integration playbook that includes a step-by-step guide, process workflows, and API specifications.
Amazon Today