Amazon launches 30-minute delivery across the U.S.

Amazon continues to revolutionize the delivery landscape with the introduction of its new 30-minute delivery service, named "Amazon Now." Launched on Tuesday, this rapid service is set to roll out in numerous cities across the United States, providing customers the convenience of shopping for a wide array of products, including fresh groceries and essential household items. Initially available in major metropolitan areas like Atlanta, Dallas-Fort Worth, Philadelphia, and Seattle, Amazon Now will soon expand to additional cities such as Austin, Denver, Houston, Minneapolis, Orlando, Oklahoma City, and Phoenix. By the end of the year, the company aims to reach millions of customers as it scales the service nationwide. Eligible items for this speedy delivery option will be highlighted with a “30-minute delivery” banner in the Amazon app and website, ensuring customers can easily identify products available for quick dispatch. This initiative follows pilot tests in Seattle and Philadelphia that began last December, positioning Amazon as a direct competitor to other rapid delivery services such as DoorDash, Uber Eats, and Instacart. While Amazon Now is not free, it offers a competitive pricing structure that benefits Prime members. They will pay a delivery fee of $3.99 per order, while non-members will incur a charge of $13.99. Additionally, orders under $15 carry a small order fee of $1.99 for Prime members and $3.99 for others. This straightforward fee model often proves to be more cost-effective for users compared to competitors, who typically impose variable fees and additional charges. To facilitate these quick deliveries, Amazon utilizes a network of smaller fulfillment centers strategically located closer to urban areas, which allows for a more efficient delivery process. The items available through Amazon Now include fresh produce, dairy, bakery goods, personal care products, electronics, and even alcohol where regulations permit. Udit Madan, Senior Vice President of Amazon Worldwide Operations, emphasized the convenience of this new service, stating, “Amazon Now is for when you need or want the convenience of getting your Amazon order delivered in 30 minutes or less.” This service complements Amazon's existing rapid delivery options, which include 1-hour, 3-hour, and same-day deliveries across a vast inventory of products. In addition, Amazon is testing under-60-minute drone deliveries in select locations through its Prime Air initiative. In 2025, Prime members worldwide received over 13 billion items via same-day or next-day delivery, with the U.S. alone accounting for 8 billion of those items—up 30% from the previous year.