Executive Summary: Mariangela Marseglia, VP of Amazon European Stores, sits down with retail analyst Natalie Berg at Amazon's "Delivering the Future" event to explain why sub-same-day delivery — now as fast as 30-minute groceries via Amazon Now — and the race to reduce the shopper "cognitive load" are quietly redrawing the competitive map for every retailer operating in Europe.
In this Strategy Briefing, filmed inside Amazon's Dartford fulfilment centre, we cover:
▸ Sub-same-day delivery — why "two days" no longer excites anyone, and how proximity + automation get orders to customers in under 30 minutes
▸ The 17-minute grocery shop — Amazon Now, "crisis missions" vs top-up shopping, and the protein bar delivered in 4 minutes in India
▸ The next battleground — why cutting friction isn't enough anymore and how reducing cognitive load becomes the real differentiator
▸ Amazon's grocery ambition — doubling down on e-commerce and consolidating grocery + non-food into a single basket (yes, "a hairbrush and some hummus")
▸ What "today's innovations become tomorrow's norms" means for every retail leader planning ahead for 2027
THE FUTURE OF SHOPPING is being rewritten in real time — this is the briefing for the leaders who need to stay ahead of it.
CHAPTERS
00:00 The Speed Trap: Why 2-Day Delivery Stopped Feeling Magical
00:46 The Luxury of Time: Amazon's Customer Thesis
02:08 Sub-Same-Day Delivery Explained: From Days to Minutes
03:43 Amazon Now in Practice: 17-Minute Shops & New Habits
06:10 Beyond Friction: The Cognitive Load Battleground
08:02 Giving Customers Choice: Add-to-Order & Delivery Windows
10:43 The Strategic Verdict: Why Amazon is Doubling Down on E-commerce
ABOUT OUR GUEST
Mariangela Marseglia is the Vice President of European Stores at Amazon, where she leads the company’s retail business across the region. She joined Amazon more than 14 years ago, overseeing the Media & Books and Hardlines categories before helping expand Prime Now across Europe and Asia-Pacific. In 2018, Mariangela was appointed Vice President and Country Manager for Amazon Stores in Italy and Spain, a role she held prior to stepping into her current position in 2025.
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