Get 10% back on your first $50,000 in branded sales. Learn moreGet 10% back on your first $50,000 in branded sales. Learn moreAmazon Today
Integrate the best of ecommerce with your brick-and-mortar spaces
Showcase your in-store or warehouse inventory on Amazon.com. Then meet consumer demand by providing Same-Day Delivery or the chance to pick up items in just a few hours from your retail locations.
42% of ecommerce orders involved retail stores1
Why Amazon Today?
Amazon Today integrates with your existing systems so you can fulfill orders within hours from your retail locations or have Amazon deliver them the same day in your branded packaging.
Reach more customers
Amazon Today unlocks omnichannel fulfillment, making the in-building inventory you select discoverable by local customers shopping on Amazon.com.
Improve brand awareness
Use your own branded packaging for each order, building loyalty by impressing customers with the convenience of Same-Day Delivery and in-store pickup.
Drive customer conversion
Showcase your products to Amazon shoppers, and convert foot traffic into additional revenue potential when customers pick up their orders from your local retail stores.
Get expert support
We’re dedicated to your success. Throughout onboarding, you’ll have support from our experts across solutions architecture, operations, and account management. Post-launch, we provide all first-level, post-order customer service.
"[Amazon Today] created another avenue for GNC to engage Amazon loyalists and capture a whole new audience."
Scott Saeger
SVP 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 Voloshin
CEO, Sur La Table
Attention: Integration developer partners
Create solutions for brands to grow omnichannel initiatives and become a featured partner
Amazon Today is an API-centric program designed to provide the best customer experience for Same-Day Delivery and in-store pickup from selling partners’ retail locations. Through our REST-based API, we provide programmatic access to Amazon Today orders, delivery status, and inventory updates in a near real-time basis.
We also equip selling partners with an integration playbook that includes a step-by-step guide, process workflows, and API specifications. Learn more about the benefits of being an Amazon Today integration partner
We also equip selling partners with an integration playbook that includes a step-by-step guide, process workflows, and API specifications. Learn more about the benefits of being an Amazon Today integration partner
Ready to get started?
Step 1
Apply
Review program requirements for Amazon Today, then submit an application.
A member of the Amazon Today team will follow up with you, typically within two business days.
If you don’t already have an Amazon selling account, our team can help you create one.
A member of the Amazon Today team will follow up with you, typically within two business days.
If you don’t already have an Amazon selling account, our team can help you create one.
Step 2
Integrate technology
Amazon Today is an API-centric program that enables programmatic access to your store or warehouse orders, delivery status, and inventory updates in a near real-time basis. We enable multiple integrators, and we’re open to working with your preferred partner.
Step 3
Meet your dedicated success partners
We’ll assign a dedicated partner success manager who will work with you throughout the onboarding process. We’ll collaborate with you every step of the way, providing additional expert support for technical integration, store operations, and launch planning.
Step 4
Assure quality, then launch
After we complete quality assurance, our teams will work together to incorporate Amazon’s standard operating procedures and customize individual store settings for both customer and driver pickup.
Step 5
Scale collaboratively
Our launch team will collaborate with you on a ramp plan to scale the program to your retail network at the right pace for your brand.
Frequently Asked Questions
What is Amazon Today?
Amazon Today is Amazon’s omnichannel fulfillment program that integrates with your existing systems to provide a unique opportunity for brands with a retail or warehouse presence to showcase their in-building products on Amazon.com, use their own branded packaging, and offer Same-Day Delivery or in-store pickup within hours.
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, please contact your account manager to learn more.
I am already an Amazon seller. How will participating in Amazon Today change things?
Amazon Today is an extension of your existing Amazon selling account. The program is subject to additional terms contained in an addendum that participants sign prior to onboarding.
If you’re already using API integrators, you can continue using 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 our support to guide you through the additional integration.
If you’re already using API integrators, you can continue using 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 our support to guide you through the additional integration.
How long is the onboarding process once I sign up?
The integration time between kickoff and launch varies based on the nature of your business relationship with Amazon and your technical readiness. We typically see an end-to-end timeline of 6 to 10 weeks after integration work has begun.
Can I list in-store items for nationwide shipping?
No. At this time, Amazon Today is focused on providing fast fulfillment to local customers.
Can I allocate inventory specifically for this program?
Yes, you can choose to allocate inventory specifically for Amazon Today. If you don’t 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 the inventory you select for Amazon Today.
What are the benefits of becoming an Amazon Today integration partner?
As an integration partner for Amazon Today, you can:
- Create solutions for brands to grow omnichannel initiatives: Offer a new product. Get new business.
- Expand the business of your existing clients: Grow their revenue. And yours.
- Enjoy co-marketing opportunities: Let’s create new business opportunities together.
- Become a featured partner: Appear in the Amazon Today integration partner directory.
80% of consumers expect retailers to offer same-day delivery2
Amazon Today
Your customers are looking for fast and convenient delivery and pickup options. Amazon Today is a unique opportunity to market your in-store selection on Amazon.com and offer in-store pickup within a few hours or Same-Day Delivery.
1GlobalData, 2023
2Capital One Shopping Research, May 2024
2Capital One Shopping Research, May 2024
