The invention provides a delivery device of an automatic vending machine. The delivery device comprises a tray provided with a plurality of delivery channels; each delivery channel is provided with asending mechanism connected with a drive motor which is fixed on the tray; the delivery device further comprises hangers for hanging goods above the sending mechanisms correspondingly. Correspondingly, the invention further provides the automatic vending machine. With the arrangement, application range of the automatic vending machine to selling goods is expanded, jamming of the goods due to non-standard packages of the goods is avoided. Besides, the automatic vending machine is through from top to bottom and is easy to be filled with the goods; the goods are not easy to slip off during pushing of helix tubes; a direct-dropping manner is utilized so that dropping points of the goods are positioned accurately, which is different from the rolling or slipping delivery manner of conventional automatic vending machines (provided with spring delivery channels, S-shaped delivery channels or crawler-belt channels).