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Amazon Now Launches 30-Minute Delivery: Swift Logistics For The Modern Consumer

Amazon introduced Amazon Now, a new ultra-fast delivery service offering 30-minute delivery on thousands of products across selected U.S. cities. The launch marks another expansion of Amazon’s rapid delivery network as the company continues investing in faster fulfilment and last-mile logistics capabilities.

New Standard In Speed

Amazon Now allows customers to order products, including groceries, household goods and locally sourced items, with delivery targeted within 30 minutes. The service reflects Amazon’s broader push to reduce delivery times and strengthen convenience-focused shopping options for consumers.

Strategic Geographic Rollout

The service is currently available in markets including Atlanta, Dallas-Fort Worth, Philadelphia and Seattle. Additional expansion is planned across cities, including Austin, Denver, Houston, Minneapolis, Orlando, Oklahoma City and Phoenix. Amazon said the rollout is expected to reach tens of millions of U.S. customers by the end of the year.

A Competitive Pricing Model

Pricing for Amazon Now varies between Prime and non-Prime users. Amazon Prime members pay a delivery fee of $3.99 per order, while non-Prime customers pay $13.99. Smaller orders below $15 may also include an additional fee. The pricing structure places Amazon in more direct competition with delivery platforms including DoorDash, Uber Eats and Instacart.

Optimized Logistics Infrastructure

To achieve these rapid delivery times, Amazon leverages a sophisticated network of smaller fulfilment centres strategically positioned closer to consumers. This targeted approach minimizes travel distances and maintains a curated inventory, ensuring that essential items such as fresh produce, dairy, bakery items, and even electronics are available around the clock in most regions.

Beyond Traditional Delivery

Amazon Now expands the company’s broader same-day and rapid delivery ecosystem, which already includes one-hour, three-hour and same-day shipping options across multiple product categories. The company is also continuing tests of sub-60-minute drone deliveries through its Prime Air programme in selected U.S. locations.

Impressive Growth Metrics

Backed by robust performance figures, Amazon Prime members received over 13 billion items via same-day or next-day deliveries globally in 2025. In the U.S. alone, deliveries surged by 30% year-over-year, a testament to Amazon’s commitment to operational excellence and customer satisfaction.

Senior Vice President of Amazon Worldwide Operations, Udit Madan, encapsulated the initiative by noting, “Amazon Now is for when you need or want the convenience of getting your Amazon order delivered in 30 minutes or less.” This bold entry into ultra-fast delivery further cements Amazon’s reputation as a transformative force in the landscape of retail logistics.

Women Make Up A Majority Of The EU’s Science And Technology Workforce But The Real Gap Is Elsewhere

Women now make up the majority of the EU’s science and technology workforce. According to Eurostat, in 2025, more than 81.6 million people aged 15 to 74 were employed in science and technology occupations across the EU. Of those, 52.5% were women, equal to 42.8 million women. The number of women in these occupations rose by 27.9% compared with 2015, an increase of more than 9.3 million over a decade.

On the surface, the numbers resemble progress. However, Eurostat’s category requires context before that figure can be read accurately. The data refers to HRST, or Human Resources in Science and Technology, specifically people employed in science and technology occupations. These are roles where the main tasks require professional or technical knowledge in physical and life sciences, but also in social sciences and humanities. That definition is wider and broader than engineering, ICT, laboratory science, or high-tech research alone.

Zooming In

The gender picture changes once the data moves from a wider definition of the workforce to the narrower scientist-and-engineer (research and manufacturing) subgroup.

Scientists and engineers represented almost a quarter of all people employed in science and technology in the EU in 2025. Eurostat describes scientists and engineers as often being the innovators at the centre of technology-led development, making them an important subgroup to focus on separately.

Women accounted for only 40.8% of scientists and engineers in 2025, despite making up more than half of the wider category. That share has increased by a mere 0.5 percentage points over the past decade. The absolute number of women working as scientists and engineers rose from 5.3 million in 2015 to 8.2 million in 2025, despite the push from national and international organisations to increase the number of women in the field. Europe has expanded the number of women in science and technology occupations over ten years. However, that expansion has not extended equally into the scientist-and-engineer subgroup, where much of Europe’s research and innovation work is conducted.

In 2025, of the 39.4 million women aged 25 to 64 working in science and technology occupations in the EU, 35.5 million worked in service activities. Only 2.7 million worked in manufacturing. Women accounted for 57.5% of science and technology employment in services, but only 31.3% in manufacturing.

In 2025, the highest shares of women employed in science and technology occupations were recorded in Latvia at 62.4%, followed by Hungary’s Great Plain and North region at 61.1%, Estonia at 60.5%, Poland’s Central macroregion at 60.4%, and Lithuania at 60.3%. No EU country recorded a majority of women among science and technology workers in manufacturing.

Break-down

Eurostat’s figures measure employment in broad science and technology occupations. They do not show job security, pay levels, management roles, promotion rates, research leadership, or whether women are concentrated in junior or senior workplace positions.

The classification of “senior” also requires additional explanation. Eurostat reports that 45.9% of science and technology workers aged 25 to 64 in the EU were classified as “senior” HRST in 2025. In this dataset, “senior” refers to workers aged 45 to 64. It does not mean senior manager, senior researcher, team lead, or decision-maker.

A high female share in the wider Human Resource Science and Technology (HRST) category does not parallel equal representation across scientists, engineers, manufacturing roles, senior posts, pay, research funding, or decision-making. These figures also reflect the occupational mix inside each country or region, not only structural progress across all areas of science and technology.

The Case Of Cyprus

Eurostat data places Cyprus’s overall science and technology employment at 37.2% of the labour force in 2025, slightly above the EU-27 figure of 36.9%, and above Greece at 26.8%, Malta at 33.9%, and Turkey at 18.2%. This figure covers the total share of the labour force employed in science and technology across all genders.

Progress Or Work-in-Progress?

52.5% in the broad category. 40.8% among scientists and engineers. 31.3% in manufacturing. Europe’s gender gap in science and technology hasn’t closed yet, and there is still work to be done to encourage and support more women to enter the field, especially in research and manufacturing.

Let’s not wait another decade for another couple of percentage points of hope.

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