Amazon Speeds Up Delivery Game with 30-Minute ‘Now’ Service
Amazon is ramping up its delivery game by launching the ultra-fast 'Amazon Now' service. Here's how it works and where you can get it.
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Imagine ordering groceries or essentials and having them delivered in just half an hour. That’s exactly what Amazon is promising with the launch of its new 30-minute delivery option, now available in several U.S. cities.
The Amazon Now Service Explained
Amazon has rolled out a new service called “Amazon Now,” designed to offer quick deliveries of thousands of items including fresh groceries, household essentials, and even electronics. The service is currently available in Atlanta, Dallas-Fort Worth, Philadelphia, Seattle, and will soon expand to Austin, Denver, Houston, Minneapolis, Orlando, Oklahoma City, and Phoenix.
By the end of this year, Amazon aims to bring this ultra-fast delivery option to tens of millions of customers across more U.S. cities as part of a wider rollout. Eligible items will be marked with “30-minute delivery” banners in both the Amazon app and website, making it easy for users to identify which products qualify.
Competing Against Quick Delivery Services
This new service isn’t just a game changer for Amazon; it’s also part of its broader strategy to compete with quick delivery services like DoorDash, Uber Eats, and Instacart. The price point is a key differentiator: Prime members will only have to pay $3.99 per order, while non-Prime users will be charged $13.99. For orders below $15, there’s an additional small fee of $1.99 for Prime and $3.99 for non-members.
These straightforward fees make Amazon Now a more affordable option compared to competitors who often charge variable delivery fees along with service fees and tips.
How It Works
To achieve these fast deliveries, Amazon has strategically placed smaller fulfillment centers closer to customer locations. This reduces travel times significantly while maintaining a wide selection of items available for same-day delivery. Available items include fresh produce, dairy and eggs, bakery goods, healthcare products, baby and pet essentials, electronics, and alcohol where permitted.
Udit Madan, Senior Vice President at Amazon Worldwide Operations, says the service is meant to cater to those who need their orders delivered quickly. “Amazon Now is for when you need or want the convenience of getting your Amazon order delivered in 30 minutes or less,” he explains.
Competing Delivery Options
The introduction of Amazon Now comes as part of a broader push by Amazon to offer faster delivery options. The company already offers one-hour and three-hour deliveries for over 90,000 products and same-day delivery for millions of items in select areas.
Amazon is also experimenting with drone deliveries via Prime Air in eight U.S. locations under a 60-minute timeframe. In 2025, Amazon Prime members received over 13 billion total items through same-day or next-day delivery globally, with the U.S. alone contributing to 8 billion of those deliveries, up 30% year-over-year.
