eCommerce retailers are in the middle of a shift in the online consumers’ demands for fulfillment and delivery. This shift is showing the emergence of the “on-demand shopper” that expects items in their hands immediately via same-day delivery. Industry leaders call this the Amazon Syndrome, which is defined as the set of online buyers’ expectations that “shipping should be free” and “delivery should be instant”. As it happens, the Amazon Syndrome is so prevalent that Amazon has escalated their famous Prime shipping subscription service to a potential program referred to as “Prime Now”. The evidence of this new service is Amazon leasing a new warehouse outside of Boston, which hints at same-day delivery (within one-hour) in the Boston area.