Order an Iftar box at 4pm. Someone in need receives it by 4:15pm.
That’s the promise Amazon.ae made on Thursday when it launched its Ramadan sale, running until February 14th across the Emirates. The e-commerce giant isn’t just discounting kitchen appliances and groceries this year—it’s turned its Amazon Now service into a charity distribution channel, letting customers send pre-packed Iftar meals to families across the UAE within minutes of ordering.
The logistics play out through the Amazon app or www.amazon.ae/now. Customers select an Iftar box, punch in a delivery address—their own or someone else’s—and Amazon’s existing rapid-delivery network handles the rest. No charity middleman. No collection points. Just app, address, arrival.
It’s a notable shift in how charitable giving works during the holy month.
Stefano Martinelli, vice president of Amazon Middle East, North Africa, and Turkey, framed the move around family and community. “Ramadan is a time of reflection, generosity, and togetherness. This year, we’re proud to support our customers in celebrating these values once again, not only through incredible savings and convenience, but by making it easier to give back. Customers can now order Iftar boxes in minutes via Amazon Now, helping us collectively support families in need across the UAE. Whether preparing for cherished family gatherings or extending kindness to the community, we’re here to deliver incredible value, speed, and convenience, so customers can spend more time on what matters the most as they connect with their loved ones during this meaningful month.”
The sale itself spans millions of items—a sprawling promotional event that touches nearly every category Amazon stocks. Discounts reach 50% on everyday essentials and baby products, 40% on beauty items, 35% on home goods and fashion, 29% on gaming gear, and 26% on electronics. Brands involved include Nescafe, Pampers, Ariel, Dyson, Roborock, Samsung, PlayStation, Bose, Lacoste, Coach, Michael Kors, and Adidas.
Prime members—paying AED 16 monthly or AED 140 annually—unlock additional perks throughout. Free delivery kicks in for Amazon Now orders above AED 25 and Rush two-hour delivery on orders over AED 100. The membership also includes same-day and next-day shipping, free fuel delivery through Cafu, Deliveroo Plus Silver at no extra cost, and access to Prime Video.
For grocery shopping specifically, Amazon Now customers save 30% on their first three orders during the sale period, then 20% on every order after that. The selection covers cooking essentials, pantry staples, and household basics from Dove, Comfort, PediaSure, Evian, and Oatly. Kitchen appliances—air fryers, espresso machines, cookware sets—come from Ninja, De’Longhi, Nespresso, Philips, Tefal, Braun, Kenwood, Black+Decker, and Panasonic.
Electronics deals include laptops, tablets, TVs, and headphones from Apple, Samsung, Lenovo, ASUS, Microsoft, Sony, DJI, Fujifilm, GoPro, Anker, and BenQ. Gaming console and accessory discounts cover Meta, Nintendo, PlayStation, and Logitech. Beauty and skincare savings reach brands like CeraVe, L’Oreal Paris, Medicube, ANUA, Maybelline, Cetaphil, Eucerin, and La Roche-Posay. Fashion and accessories—clothing, footwear, watches, eyewear—include Calvin Klein, New Balance, Tommy Hilfiger, Skechers, Seiko, Fossil, BOSS, Asics, Levi’s, Fitbit, and Whoop.
Amazon Bazaar, the platform’s budget-focused marketplace, offers up to 40% off with an additional 10% discount for first-time buyers using code NTB10. Prime members get free international shipping on Bazaar orders. Amazon’s own devices—Ring security products and Kindle e-readers—see discounts up to 50%. The company positioned Ring as useful for families monitoring homes during evening prayers, while Kindle provides access to Arabic titles including Islamic literature and Ramadan reflections.
Payment flexibility features prominently. Customers using ADCB Mastercard, FAB Mastercard, Amazon Credit Card, or RAKBANK cards receive instant discounts up to 20% on eligible purchases. The Amazon Credit Card returns up to 6% for Prime members and 3% for non-Prime shoppers, with a welcome bonus reaching AED 1,000 during Ramadan. New applicants during the sale period earn an additional AED 250 on top of the standard AED 750 welcome bonus. Amazon Now purchases made with the card trigger a 15% discount, capped at AED 30.
Buy-now-pay-later options through Tabby and Tamara split purchases into four interest-free instalments. Multiple banks offer zero-percent instalment plans at checkout. Purchase an Amazon.ae eGift Card worth AED 400 between February 6th and 14th, and the company adds up to AED 40 in promotional credit.
The timing, announced February 6th from Dubai, puts Amazon ahead of Ramadan’s official start. Rival platforms in the Gulf region typically launch similar campaigns, though none have publicised charity delivery integration at this scale. Noon.com and other regional e-commerce players focus promotional efforts on discounts and payment plans rather than direct charitable giving mechanisms.
Whether the Iftar box programme gains traction depends partly on how many customers trust the delivery model over traditional charity channels. Mosques, community organisations, and established NGOs have handled Ramadan meal distribution for decades. Amazon’s approach bypasses those networks entirely, relying instead on its logistics infrastructure and the assumption that speed and convenience will appeal to donors.
The sale runs through Friday, February 14th. Everything’s accessible through the Amazon app or directly at www.amazon.ae/ramadansale. For shoppers balancing spiritual observance with practical needs—stocking pantries, replacing appliances, buying gifts—the eight-day window offers compressed decision-making.
For Amazon, it’s a test of whether rapid delivery and charitable giving can coexist profitably during one of the region’s most significant cultural periods. The Iftar boxes arrive in minutes. Whether the model survives beyond this Ramadan remains less certain.