Amazon launched its 30-minute delivery option, called “Amazon Now,” in multiple U.S. cities, enabling customers to shop for thousands of items, including groceries and household essentials.
At launch, Amazon Now is available in Atlanta, Dallas-Fort Worth, Philadelphia, and Seattle, with plans to expand to Austin, Denver, Houston, Minneapolis, Orlando, Oklahoma City, and Phoenix by year-end. The retailer aims to reach tens of millions of customers during this rollout.
Eligible items for Amazon Now will feature “30-minute delivery” banners on the Amazon app and website, with the service intended to offer quick access to a limited selection of products.
Amazon began pilot testing for the service in Seattle and Philadelphia in December. This new competition pits Amazon against services like DoorDash, Uber Eats, and Instacart.
The pricing structure favors Amazon Prime members, who will pay a $3.99 per-order fee, compared to $13.99 for non-members. An additional fee applies to small orders, with Prime members incurring a $1.99 charge for orders below $15.00, while non-members face a $3.99 fee. This fee structure is simpler and often cheaper for Prime members than competitors’ variable delivery fees.
Amazon utilizes smaller fulfillment centers located closer to customers to ensure faster delivery times. Orders are limited to selected items to aid in speed.
Available items include fresh produce, dairy, bakery goods, health and personal care products, electronics, and alcohol where allowable. The service operates 24 hours a day in most areas.
Udit Madan, Senior Vice President of Amazon Worldwide Operations, stated, “Amazon Now is for when you need or want the convenience of getting your Amazon order delivered in 30 minutes or less.” He emphasized the service’s utility for urgent purchases.
Amazon Now adds to the company’s existing fast-delivery options, which include 1-hour and 3-hour deliveries for over 90,000 products as of March. The company is also testing under-60-minute drone deliveries in eight U.S. locations through Prime Air.
In 2025, Amazon Prime members received over 13 billion items globally via either same-day or next-day delivery, with the U.S. accounting for 8 billion items—a 30% year-over-year increase.
