It looks like Uber is becoming more of an Amazon competitor as it has just expanded its grocery delivery service, and given it a shiny new brand name.

Uber first launched the pilot test of the “Corner Store” service in Washington D.C. in August delivering a variety of grocery items between 9AM and 9PM. Now, the company has expanded the service and renamed it UberEssentials. The service promises to deliver items to users (who simply pay using their Uber app) in ten minutes or less. That’s pretty fast.

If successful, this could pose a real threat to companies like Amazon and Google who are trying to expand into quicker product delivery and grocery delivery itself. eBay just scaled back its own same-day delivery service, but that wasn’t for groceries or everyday items like UberEssentials. That very market along with Uber’s rising popularity as a convenient taxi alternative could mean big things for this particular offering. The fact that what started as a limited “weeks-long” test is already expanding with a new brand is a pretty good sign.

Amazon has been experimenting with hiring taxis for product delivery. Perhaps Uber and Amazon will look into some kind of partnership at some point. It would certainly fall in line with Amazon’s increasing desire to get products to consumers more quickly, which was punctuated by today’s announcement of new robot-driven fulfillment centers.

Here’s how UberEssential works, according to the website:

– Set your delivery location throughout DC and confirm your address.
– Toggle over to ESSENTIALS in the Uber app and start adding products to your cart.
– Proceed to checkout and place your order. Your driver will notify you when he or she arrives.
– Upon arrival, meet your driver curbside and collect your items.
– As always, no cash required! Only the items you ordered will be charged to your Uber account (no delivery fees. no minimum order.)

It really does sound pretty good from a consumer standpoint. Here’s a look at the inventory list:

Via TNW
Image via Uber