Amazon is making its deliveries even faster with the launch of Amazon Now, a new 30-minute delivery option rolling out across dozens of U.S. cities.
The service lets customers order thousands of items, including fresh groceries, household essentials, personal care products, baby and pet supplies, electronics, and locally relevant products. Eligible products will be marked with a “30-minute delivery” banner on Amazon’s app and website, making it easier for shoppers to find items that can arrive quickly.
At launch, Amazon Now is widely available in Atlanta, Dallas-Fort Worth, Philadelphia, and Seattle. The company is also expanding the service to Austin, Denver, Houston, Minneapolis, Orlando, Oklahoma City, and Phoenix. Amazon says it expects the rollout to reach tens of millions of customers in these and other U.S. cities by the end of the year.
Amazon first tested 30-minute deliveries in Seattle and Philadelphia in December, putting the company in closer competition with quick-delivery platforms such as DoorDash, Uber Eats, and Instacart. The new service is designed for customers who need everyday items quickly, from groceries for dinner to toothpaste, laundry detergent, or even AirPods before a flight.
The pricing is also aimed at making the service more attractive for Prime members. Amazon Now deliveries cost $3.99 per order for Prime members, while non-Prime customers pay $13.99. Orders under $15 also carry a small order fee of $1.99 for Prime members and $3.99 for non-members. Amazon says this fee structure is more straightforward than many competing services, which often include variable delivery fees, service charges, expected tips, and possible item markups.
To support faster delivery times, Amazon uses smaller fulfillment locations positioned closer to where customers live and work. These locations carry a more limited selection than Amazon’s larger warehouses, but the shorter travel distance helps make 30-minute delivery possible.
Amazon Now orders can include fresh produce, dairy and eggs, bakery products, healthcare items, personal care goods, baby supplies, pet essentials, electronics, and alcohol where allowed. In most areas, the service will be available 24 hours a day.
Amazon Now adds to the company’s growing list of fast-delivery services. Amazon already offers one-hour and three-hour delivery on more than 90,000 products, along with same-day delivery on millions of items. The company is also testing drone deliveries through Prime Air in eight U.S. locations, with some orders arriving in under 60 minutes.
In 2025, Amazon said Prime members worldwide received more than 13 billion items through same-day or next-day delivery. In the U.S. alone, that number reached 8 billion items, up 30 percent from the previous year.
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