The service is available to Prime customers within the M25 and parts of Berkshire and Hertfordshire initially, though Amazon has said it has an eye on expansion in other parts of the UK.
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Order for same-day delivery by noon, on any day of the week and if you’re in the catchment area you can receive your item between 6pm and 10pm on that same evening.
The Same-Day service joins Prime’s standard One-Day Delivery option and the recently launched Prime Now service which can deliver selected products in under two hours.
The offer escalates a tit-for-tat battle with Argos, which is due to launch its own free same-day service on Friday.
The charge will now be temporarily ditched but, as with Amazon’s offer, the free same-day delivery service comes with caveats.
There’s no dining delivery in Sin City yet, but fret not: You can still order Talenti Gelato right to your doorstep-but only the Caramel Cookie Crunch variety.
The rise of online shopping has also spawned Cyber Monday, three days later, when shoppers can usually expect a deluge of pre-Christmas online-only deals.
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Prime Same Day shipping isn’t quite as radical as Prime Now, the £6.99 ($10) option to get packages within an hour, but it’s included in all Prime subscriptions for free.
