Amazon’s new ‘getitfast’ delivery page lists items you can have in 1 hour
Amazon launched a dedicated 'getitfast' page surfacing 1-hour and 3-hour delivery-eligible products, plus new search filters and product tags for same-day options as of March 17, 2026. Sellers with inventory in Amazon's same-day fulfillment network get preferential visibility; those without are effectively buried for speed-sensitive queries.
This creates a new visibility tier — sellers not enrolled in same-day eligible FBA nodes will lose share on high-intent, time-sensitive searches without realizing it. Pull your Inventory Performance Dashboard and filter for same-day eligible facilities; if your top ASINs aren't stocked there, you're already losing the placement.
Amazon is segmenting its marketplace by fulfillment speed, accelerating pressure on sellers to push inventory deeper into its network — tightening platform dependency and compressing margins for those who chase same-day node placement.
Check 'Fulfillment' tab in Seller Central Inventory > filter by same-day eligibility -- if top-10 revenue ASINs are absent, replenish to a same-day node within 30 days or accept ranking loss on speed-filtered searches.
Add '1-hour delivery' and '3-hour delivery' as negative-space considerations in your PPC strategy -- bid adjustments may be needed to compete on getitfast-adjacent search terms where organic placement now favors speed-eligible listings.
Bottom Line
Amazon's speed filter means non-same-day FBA sellers lose visibility on time-sensitive searches.
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Industry Context
Useful background context, but lower-priority than direct platform, community, or operator intelligence.
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medium
Amazon's speed filter means non-same-day FBA sellers lose visibility on time-sensitive searches.
Key Stat / Trigger
1-hour delivery eligibility now surfaces in dedicated page and search filters as of March 17, 2026
Focus on the operational implication, not just the headline.
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This briefing is based on reporting from The Verge - Amazon. Use the original post for full primary-source context.
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