在 2017 年 Donald Trump 对 Amazon-USPS 合同施加压力后，Amazon 的农村／小镇配送扩张加速，推出 40 亿美元计划，目标是将原本半周甚至更长的等待缩短。Bloomberg 对超过 15,000 个美国农村 ZIP code 的分析显示，Amazon 现已为 20% 的农村住户提供 24 小时内送达日常必需品的服务，并为 62% 提供 48 小时内送达。Amazon 计划将农村配送站由 2023 年底的 70 家扩展至年末 200 家，将典型农村时效从约 4–6 天降至约 2 天；其目标是争取农村住户每年约 1 兆美元（约占非汽车与汽油零售约 20%）的支出，将快速配送建立为新常态。

Walmart 仍是 Amazon 在农村市场的主要竞争者。Walmart 拥有 4,600 家美国门市，并在近乎三分之二的农村住户 10 英里（约 16.09 公里）内设点；Walmart 亦表示 90% 美国人距离其门市 10 英里以内。Walmart+ 年费为每年 98 美元，低于 Amazon Prime 的 139 美元；Walmart 去年交付了 86 亿件同日或次日商品，约 80% 的 express 订单可于一小时内完成。Numerator 调查发现，约四分之三农村消费者偏好在 Walmart 买杂货，而 Amazon 约占 14%；在服饰品上，约 60% 偏好 Amazon，而约三分之一偏好 Walmart。

落地策略依赖地方小型商户。位于 Kanab、犹他州的 Pamela Peterson（当地人口 5,000 人，距离主要商场车程约 90 分钟／1.5 小时）每日可处理约 50 件包裹，以每件 2.50 美元计可每周补贴约 800 美元。密西根合作伙伴则称其报酬由 2.50 美元降至 1.50 美元，包裹量也减半至每日约 35 件。Amazon 早先曾使约 40% 包裹经由 USPS 运送，成本约每件 2 美元，而 UPS 在许多农村住宅件仍收取约 16.50 美元加收费；UPS 与 FedEx 也在农村物流收缩，USPS 合约续约亦存不确定性。Pitney Bowes 预期 Amazon 会在 2028 年成为美国最大包裹运营商。

After 2017 pressure from Donald Trump on the Amazon-USPS contract, Amazon’s rural/small-town delivery expansion accelerated, with a $4 billion program aimed at reducing waits from half a week or more. Bloomberg’s analysis of over 15,000 U.S. rural ZIP codes shows Amazon now delivers everyday essentials in under 24 hours for 20% of households and within 48 hours for 62%. Amazon plans to raise rural delivery stations to 200 by year-end from 70 at end-2023, lowering typical rural delivery from about 4–6 days to about 2. It is targeting the roughly US$1 trillion (about 20% of non-auto, non-fuel retail) spent by rural households each year, seeking to make rapid shipping the new standard.

Walmart remains Amazon’s principal rural competitor. Walmart has 4,600 U.S. stores and is within 10 miles (~16.09 km) of nearly two-thirds of rural households, while Walmart says 90% of Americans are within 10 miles of one of its stores. Walmart+ is priced at $98 a year versus Amazon Prime’s $139, and Walmart delivered 8.6 billion same-day or next-day items last year, with about 80% of express orders in one hour. Numerator’s survey found around three-quarters of rural shoppers buy groceries at Walmart vs about 14% at Amazon; for apparel, about 60% prefer Amazon vs about one-third Walmart.

The rollout depends on local side enterprises. In Kanab, Utah (5,000 residents, about 90-minute/1.5-hour drive from major stores), Pamela Peterson now handles roughly 50 packages per day and can earn around $800 weekly at $2.50 per package. A Michigan partner reported pay falling from $2.50 to $1.50 and volume halving to about 35 parcels a day. Amazon had previously shifted about 40% of packages through USPS at roughly $2 each, while UPS still imposes rural residential surcharges near $16.50; UPS and FedEx are also retreating in rural logistics and USPS contract renewal remains uncertain. Pitney Bowes expects Amazon to become the largest U.S. parcel carrier by 2028.