Amazon announced the launch of its 30-minute delivery service, dubbed “Amazon Now,” in multiple U.S. cities, allowing customers to order a variety of items including fresh groceries and household essentials. The service at launch will be available in Atlanta, Dallas-Fort Worth, Philadelphia, and Seattle, with plans to expand to cities such as Austin, Denver, Houston, Minneapolis, Orlando, Oklahoma City, and Phoenix by year-end.
Amazon expects to reach tens of millions of customers as it rolls out the service across the U.S. Eligible items for Amazon Now will be marked with “30-minute delivery” banners in the Amazon app and website. The company began testing the 30-minute option in December in Seattle and Philadelphia, placing it in competition with services like DoorDash, Uber Eats, and Instacart.
Amazon Now charges Prime members a fee of $3.99 per order, whereas non-Prime members pay $13.99. Additionally, small order fees of $1.99 for Prime members and $3.99 for non-members apply to orders below $15. This fee structure aims to be straightforward, potentially offering lower costs for Prime members compared to rivals.
To facilitate quicker deliveries, Amazon uses a network of smaller fulfillment centers closer to customers, contrasting with its larger warehouses. The initial range of items for Amazon Now includes fresh produce, dairy, bakery items, healthcare products, electronics, and alcoholic beverages where permitted. The service is expected to be available 24 hours a day in most areas.
“Amazon Now is for when you need or want the convenience of getting your Amazon order delivered in 30 minutes or less,” said Udit Madan, Senior Vice President, Amazon Worldwide Operations. He added that the service offers a wide range of products for ultra-fast delivery.
Amazon Now complements the company’s existing fast delivery options, which include 1-hour and 3-hour deliveries of over 90,000 products and same-day deliveries across millions of items. Additionally, Amazon is testing under-60-minute drone deliveries in eight U.S. locations through its Prime Air service.
In 2025, Amazon reported that Prime members globally received over 13 billion items via same-day or next-day delivery, with 8 billion items delivered in the U.S., representing a 30% increase year-over-year.
