Amazon Will Soon Have its Own Delivery Service to Compete with UPS and FedEx According to The Wall Street Journal, Amazon is close to launching its "Shipping with Amazon" service. The service will first start in Los Angeles and will initially serve the third-party merchants that use Amazon to sell their wares. Shipping with Amazon (SWA) will offer lower pricing than UPS or FedEx in order to be competitive. If SWA proves to be a profitable venture, it could result in Prime's free shipping being offered for more and more businesses.