In 2025, same-day or one-day Prime deliveries were over 230 million. The most popular products are those for the home and for personal care.
Technology and services have revolutionized consumption, designing a new shopping paradigm. In 2025, Amazon enhanced Prime deliveries, delivering more than 13 billion same-day or same-day products, saving its customers $105 billion globally. In Italy, orders exceeded 6 million with savings of over 135 euros thanks to the speed of delivery. In the wish list of Italians, the podium is all for products for the home and for self-care, a characteristic that highlights how the Bel Paese prefers an increasingly personalized and personal experience, as Andrea Romano, Head of Amazon’s Insights & Innovation team in Italy, explains in this interview.
Request. More than 15 years have passed since Amazon landed in Italy, how has the business changed from its debut to today?
Answer. Amazon’s history began with the promise of making shopping easier. E-commerce has accelerated this evolution, offering not only convenience, accessibility and broad selection, but also tools to build an authentic relationship between individuals, brands and communities. From 2010 to today, we have observed and accompanied a profound change in consumer culture in Italy. Today, e-commerce is intelligent, predictive, personalized, driven by Artificial Intelligence (AI) and communities. We buy from a live broadcast on social networks, from advice on a forum, from a brand we feel close to. The trolley becomes a story to tell, a gesture of identity, an act of belonging. Buying is no longer just a functional gesture, but an expression of values, relationships and identity.
Q. From delivery to entertainment, even in Italy, Amazon is a daily presence, what are the tools that work best?
A. We strive every day to constantly improve the purchasing experience of our customers, making innovative services available to them, capable of responding to the most diverse needs and requirements. And it is Prime that represents a key element of our offer: savings, convenience and entertainment, all in a single subscription. Additionally, at Amazon, we have been making extensive use of artificial intelligence to improve our customers’ experiences for over 25 years, and over the past few years, we have introduced a number of new features. Among these, Rufus, our generative AI-powered virtual shopping assistant, can answer customer questions, point out specific products, compare them, provide recommendations and facilitate the discovery of new items, all within the Amazon.it shopping experience.
Q. From the creation of the Made in Italy showcase to the fashion section, Amazon has paid great attention to Italian products, what are the next initiatives?
A. We continue to serve Italian customers with fast shipping and a wide selection of products, including those made available by over 20 thousand small and medium-sized businesses. To help SMEs develop their business through a path of digitalization and internationalization, we provide them with the necessary tools. Among these, the free training program Speed up with Amazon which, since its launch in 2020, has supported thousands of companies and startups and the Made in Italy showcase, now present in 11 of our online stores around the world, 8 of which in collaboration with the ICE Agency. This showcase, dedicated to original Made in Italy products, currently has over 3 million products available internationally, the result of the excellent work of over 5,500 Italian companies. In our role as allies of large and small Italian companies, we help them express their potential through the digital channel by creating the most effective tools, programs and services for them to meet their needs and develop a multi-channel offer. Among the significant initiatives to promote Italian excellence are the Made in Italy Days, which will reach their fifth edition in 2026: in the 2025 edition, over 70,000 offers were made available to Amazon customers in the 8 countries involved, approximately 40% more than the previous year.
