Posted with permission from dpa German Press Agency

Singapore (dpa) - Amazon launched its extra-fast delivery service Prime Now in Singapore on Thursday, the first South-East Asian market the online retailer is targeting.

The service promises free two-hour delivery with a minimum spend of 40 Singapore dollars (29.50 US dollars), offering a variety of items including fresh produce, baby products, electronics and other household essentials.

The Prime Now app is available for download on the Google Play Store and App Store and is part of the Amazon Prime membership service.

However, Prime Now will be temporarily available in Singapore without the need to apply for a membership, with plans by Amazon to introduce the Prime membership to the country soon, it said in a media release.

"We are excited to introduce the busy people in Singapore to this convenient, ultra-fast delivery solution to get more time back to do the things they love," said Aarif Nakhooda, Director of Prime Now Asia-Pacific.

"Prime Now is powered by Amazon's more than 20 years of operational and technological excellence and hundreds of Singapore's talented and skilled associates," he added. 

The Seattle-based firm is set to challenge regional players such as ezbuy, Lazada, RedMart and Qoo10 in the expansion, in a country where e-commerce is set to make up 6.7 percent of all retail sales by 2025, according to a joint report by Google and Singapore investment firm Temasek.