Daphne Carmeli, CEO of same-day delivery startup Deliv, freely admits that demand for her business is driven almost entirely by retailers’ fear of Amazon. Now that the e-commerce giant is offering delivery as fast as one hour, brick-and-mortar retailers such as Macy’s and Best Buy are increasingly using Deliv to offer speedy delivery of online orders.

“Amazon has almost singlehandedly made same-day the new standard,” Ms. Carmeli said in an interview with The Information. “Our goal is to lay down the plumbing across the country to enable same-day and have it be as ubiquitous as running water...we offer a solution for everyone else.”