An Amazon delivery man pulls a delivery cart full of packages during its annual Prime Day promotion in New York, June 21, 2021.

Brendan McDermid | Reuters

Amazon said On Monday, it’s adding a handful of brick-and-mortar retail brands to its same-day delivery offering for Prime members.

For starters, Amazon offers same-day delivery from apparel stores PacSun, Diesel and Superdry, as well as vitamin retailer GNC, in 10 US cities. The service is free for Prime members when they spend $25 or more, or $2.99 ​​if they spend less than $25, Amazon said.

Some participating retailers also give shoppers the option to order items online and pick them up in-store.

CNBC previously reported that Amazon is testing a similar model with its Flex delivery drivers, where they will bring packages from mall-based retailers and drop them off at customers’ doorsteps.

Amazon continues to invest heavily in making the default delivery for its Prime members same-day, and in some areas, same-day. The company expanded the number of one-day eligible products and now has it “thousands” of items which can be delivered in a few hours.

Consumers are increasingly demanding faster delivery speeds from online retailers, as evidenced by the explosion of superfast grocery platforms over the past year. Retailers have also capitalized on the trend by partnering with on-demand delivery providers such as DoorDash, Uber’s Postmates, Instacart, UPS’s Roadie, as well as Target’s Shipt. Partnerships mean consumers can often get a new t-shirt or dress in a matter of hours.

With the new partnership, retailers will fulfill orders from inventory in their stores, and a Flex delivery driver will pick them up at the merchant. This allows Amazon to deliver online purchases to shoppers’ doorsteps even faster.

Amazon isn’t the only company looking beyond warehouses to fulfill e-commerce orders. Walmart and Target are taking advantage of their large brick-and-mortar footprints to speed up deliveries in hopes of expanding their e-commerce market share.

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