Amazon is speeding up deliveries once again. The online retailer launched a 30-minute delivery service called “Amazon Now” in several U.S. cities on Tuesday. This fast delivery option offers customers access to thousands of products like fresh groceries, household essentials, and locally relevant items.
Initially, Amazon Now will be available in Atlanta, Dallas-Fort Worth, Philadelphia, and Seattle, with plans to expand to Austin, Denver, Houston, Minneapolis, Orlando, Oklahoma City, and Phoenix. By the end of the year, Amazon aims to offer this service to millions in these and other cities in the U.S.
Eligible items will be marked with “30-minute delivery” banners on Amazon’s app and website, and Amazon Now options will also be highlighted during shopping. Amazon previously tested 30-minute deliveries in Seattle and Philadelphia in December, positioning itself against quick delivery services like DoorDash and Uber Eats.
The service is not free, but Prime members benefit from a $3.99 per-order fee compared to $13.99 for non-Prime members. There is also a small order fee of $1.99 for Prime members, or $3.99 for non-members, on orders under $15.00. This fee structure is simpler and often cheaper for Prime members compared to competitors that charge variable fees and expected tips.
To enable these quick deliveries, Amazon uses smaller fulfillment centers closer to customers, reducing travel distances and speeding up delivery times.
At the launch, Amazon Now will offer fresh produce, dairy, eggs, bakery items, healthcare products, baby and pet supplies, electronics, and alcohol, as permitted. In most regions, this option will be available 24/7.
“Amazon Now is for when you need or want the convenience of getting your Amazon order delivered in 30 minutes or less,” stated Udit Madan, Senior Vice President of Amazon Worldwide Operations. With thousands of items available for ultra-fast delivery, customers can get groceries for dinner, AirPods before a flight, or household essentials delivered at their doorstep quickly.
This service complements Amazon’s other delivery options, including 1-hour and 3-hour delivery for over 90,000 products as of March, and same-day delivery for millions of items. In eight U.S. locations, Amazon is also testing sub-60-minute drone deliveries with Prime Air.
In 2025, Amazon Prime members received over 13 billion items with same-day or next-day delivery globally, with the U.S. accounting for 8 billion items, marking a 30% year-over-year increase.
When you purchase through links in our articles, we may earn a small commission. This doesn’t affect our editorial independence.