Apps & Consumer
Amazon launches 30-minute delivery service in the U.S.
Amazon has launched "Amazon Now," a 30-minute delivery service in dozens of U.S. cities, with plans to reach tens of millions of customers by year-end.
On Tuesday, Amazon announced the official launch of “Amazon Now,” a new 30-minute delivery service that is currently rolling out across dozens of U.S. cities. The service allows customers to choose from thousands of items, including fresh groceries and household essentials, for rapid delivery. This official launch follows pilot tests of the 30-minute delivery option that Amazon first began in Seattle and Philadelphia in December 2025, which pitted the retailer against other quick-delivery services. By the end of the year, the company expects to bring the service to tens of millions of customers as the rollout continues across the country.
The service is designed to compete directly with established quick-delivery incumbents like DoorDash, Uber Eats, and Instacart. To compete, Amazon Now is utilizing a distinct pricing model based on membership in Prime, Amazon’s subscription service. The fee structure is organized as follows:
- Prime members: Charged a $3.99 per-order fee. For orders under $15.00, an additional small order fee of $1.99 applies.
- Non-Prime members: Charged a $13.99 per-order fee. For orders under $15.00, an additional small order fee of $3.99 applies.
To achieve these 30-minute delivery speeds, Amazon is leveraging a network of smaller, local fulfillment centers. These facilities are placed closer to where customers live and work compared to the company’s larger traditional warehouses, allowing for faster transit times. “Amazon Now is for when you need or want the convenience of getting your Amazon order delivered in 30 minutes or less,” said Udit Madan, senior vice president of Amazon Worldwide Operations, who noted that the service is intended to provide convenience for immediate needs, allowing customers to quickly receive essential items.
The expansion of ultra-fast delivery builds on Amazon’s existing logistics footprint and its ongoing efforts to increase delivery speeds. In 2025, Amazon Prime members received over 13 billion total items globally through same-day or next-day delivery. The U.S. alone accounted for 8 billion of those delivered items, representing a 30% year-over-year growth in U.S. deliveries compared to the previous year.
Why it matters
Amazon is leveraging its network of smaller, local fulfillment centers to challenge incumbents like DoorDash and Instacart in the ultra-fast delivery market.