On Friday, Walmart announced pilot tests with Uber and Lyft to offer grocery-delivery to customers in select markets. The company also revealed it has been working with Deliv, another startup, to deliver orders from its membership club, Sam's Club, to business customers in Miami.
The announcements are a sign that Walmart is at least considering the possibility that same-day delivery options could become a must-have for online retailers. But they're also a reminder that Amazon's ridiculous delivery speeds — as quick as one hour in more than two dozen America metro areas — are a wonderful thing for delivery startups.
The logic is straightforward: Amazon will continue to push the boundaries on how quickly it can get orders to customer doors, whether through its Prime Now express delivery service or by acquiring trucks and planes to help speed up its traditional two-day Prime delivery speed.
As it does, retailers big and small will have a choice: Cede to Amazon the customer wanting instant gratification or partner with these startups or others to compete. It doesn't mean that all the startups in the space will have a successful outcome. But Amazon's existence means more and more retailers will at least give them a shot.
This article originally appeared on Recode.net.