The Amazon Effect
Rapid delivery is a relatively new phenomenon. It started when Amazon introduced Prime in 2005 and promised two-day shipping. When Amazon entered the grocery business in 2017, it made same-day delivery possible. Instead of price wars, it was time wars.
“Amazon effect” is associated with increased expectations for quick delivery. These desires have pressured, if not irritated, retailers.
Wanting something right now is a desire associated with instant gratification, a behavior linked to impulse control and addiction.
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