WASHINGTON (March 19, 2026) – Amazon is increasing consumer convenience with new 1 hour and 3 hour delivery options across the U.S.
James Bailey, professor of leadership and organizational behavior at the George Washington University School of Business, is available to discuss this latest move.
“Why are people surprised by anything Amazon does at this point?” Bailey asked. “At some point, though, you have to ask: what do people actually need within an hour? Food is already covered by services like Grubhub. For most other items, a charger, kitchenware, even clothing, the urgency just isn’t there.”
Bailey notes that while the company has normalized faster delivery, ultra-fast shipping raises a more fundamental question about consumer demand. The question he highlights is whether enough customers will use, and pay for, this level of convenience to justify the cost.
If you would like to speak with Bailey, please contact Claire Sabin at claire [dot] sabin
gwu [dot] edu (claire[dot]sabin[at]gwu[dot]edu).
-GW-