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By Prem Gupta · October 20, 2025 · Curated by George's Blog
Amazon is testing its quick commerce model, Amazon Now, which offers delivery in under 10 minutes in select markets, primarily within grocery and household categories.
One noticeable change is that when you search for products in these categories, SB ads are no longer appearing in TOS placements. Instead, Amazon Now listings are shown first, followed by SP placements. This shift could make it more challenging for brands in these categories, as SB TOS positions are being replaced by Amazon Now placements.
In addition, Amazon is also testing a buyer-facing surcharge, displayed on the customer’s order summary as a “Marketplace Fee” or “Platform Fee.” Even COD orders now include a separate fee. This indicates a broader strategic move by Amazon in how it manages order-level charges and monetization.
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