Amazon Launches 30-Minute Delivery Service in Multiple U.S. Cities

Amazon announced on Tuesday the launch of a 30-minute delivery option called Amazon Now in dozens of U.S. cities. The service allows customers to order thousands of items including fresh groceries, household essentials and locally relevant products that are delivered to their doors in 30 minutes or less.

At launch the service is available in Atlanta, Dallas-Fort Worth, Philadelphia and Seattle. It is expanding to Austin, Denver, Houston, Minneapolis, Orlando, Oklahoma City and Phoenix. The company expects to reach tens of millions of customers in these and other cities by the end of 2026.

Eligible items are marked with “30-minute delivery” banners in the Amazon app and website. Offers for the service are also displayed to customers while they shop. In most areas the option is available 24 hours per day.

The company began pilot tests of 30-minute deliveries in Seattle and Philadelphia in December. The tests positioned the service against existing quick-delivery providers including DoorDash, Uber Eats and Instacart. In addition to speed, the service competes on price.

Prime members pay a $3.99 per-order fee compared with $13.99 for non-Prime members. An additional small order fee of $1.99 for Prime members or $3.99 for non-members applies to orders below $15.00.

The company uses a network of smaller fulfillment locations placed closer to where customers live and work rather than its larger warehouses. The more limited selection and reduced travel distances enable the faster delivery times. At launch, orders can include fresh produce, dairy and eggs, bakery items, healthcare and personal care products, baby and pet supplies, electronics, and alcohol where permitted.