Amazon Ends Kia Soul Same-Day Delivery Pilot, Shifts to Gig-Based Model

Amazon has terminated its yearlong experiment using Kia Soul vehicles for same-day deliveries, concluding the compact hatchbacks failed to meet operational targets. The program, launched in 2023 across Florida, Illinois, and Texas, relied on contracted delivery firms to manage branded fleets for rapid order fulfillment.

The company will now pivot to Flex drivers—independent contractors using personal vehicles—for last-mile logistics. This MOVE underscores the cost efficiency and flexibility of gig economy models over dedicated fleets. Amazon’s decision reflects its iterative approach to refining delivery infrastructure amid rising consumer expectations for speed.

Delivery Service Partners operating the Kia Souls will phase out of the program in coming months. The discontinued trial highlights the challenges of scaling controlled delivery systems while maintaining profitability—a tension increasingly resolved through decentralized workforce solutions.