With “Add to Delivery,” Prime members in the USA have been able since October 2025 to add items with a click to an already scheduled delivery. According to industry observations, the feature is now also visible in Germany and is sometimes highlighted directly in Sponsored Products: Under the ad, you then see the message “Arrives with your upcoming delivery.” So far, Amazon has not made an official announcement for Germany.
What’s especially noteworthy is the delivery window: It has been observed that Amazon also offers additional products for the same delivery on the day after an order, as long as logistics allow it. A wider rollout in Germany is possible.
This means Advertising, personalization, and fulfillment are converging into a new ad logic: In the future, a product’s deliverability—i.e., whether it’s using FBA, its warehousing location, Prime eligibility, and cut-off times—could directly influence how relevant and attractive a Sponsored Products ad is for a specific customer at a given moment.
What should sellers keep in mind?
How the feature works: When showing Sponsored Products, Amazon likely considers whether the advertised item can still be incorporated in time into the customer’s already scheduled delivery. If that’s possible, the ad will display the note “Arrives with your upcoming delivery.” The delivery window apparently doesn’t apply only on the order day—it can extend to the following day as well.
FBA as a serving factor: Since Amazon can only add products to active deliveries that are available in time, FBA items with sufficient inventory and a short delivery route are likely to have an advantage. FBM sellers, or products with low inventory levels, will likely not be able to benefit from this. It’s recommended to keep FBA inventory consistently high for your best-selling SKUs.
Re-think conversion levers: Deliverability could directly increase the appeal of a paid ad, because the “already coming anyway” delivery message reduces purchase friction. Sellers should keep an eye on inventory levels and Prime eligibility for the promoted FBA products and monitor whether the performance of their campaigns changes if the feature is rolled out more broadly.
