Amazon expands ultra-fast 30-minute delivery service to dozens of US cities
Prime members pay $4 per order while non-members face a $14 fee. The service, which delivers groceries and household essentials in 30 minutes or less, relies on a network of strategically placed fulfilment locations.
Amazon has significantly expanded its Amazon Now service, bringing its promise of 30-minute or less delivery for groceries and household essentials to dozens of locations across the United States. The ultra-fast logistics option is now live in Atlanta and Dallas-Fort Worth, joining Seattle and Philadelphia as active hubs for the programme.
The service operates 24 hours a day in most locations and relies on a network of smaller fulfilment centres placed strategically close to residential and work areas. This operational model allows the retailer to meet the tight delivery window without requiring delivery partners to travel long distances. Customers can access the service via the Amazon app or browser homepage, where a highlighted "30-Minute Delivery" option appears when available.
Pricing for the rapid delivery service distinguishes between membership tiers. Prime members are charged $4 per order, whereas non-members face a fee of $14. Additionally, orders under $15 incur a small order fee of $2 for Prime members or $4 for non-members. The product range includes groceries, basic household items such as eggs, dairy and laundry detergent, as well as select electronics.
This expansion follows a soft launch in Seattle and Philadelphia at the end of 2025 and a subsequent rollout in London at the start of 2026. Looking ahead, Amazon plans to rapidly extend the service to Austin, Houston, Minneapolis, Orlando, Phoenix, Denver, Oklahoma City and other markets throughout the remainder of 2026. Specific timelines for these broader expansions have not yet been confirmed.
The initiative builds on Amazon's extensive history of rapid logistics, having offered same-day one or two-hour deliveries since 2014. The service evolved from a standalone mobile application to a dedicated Prime Now website before being integrated into the main Amazon platform in 2021. More recently, the retailer discontinued its Amazon Today service in October 2024, which had facilitated same-day deliveries from brick-and-mortar stores.
Amazon faces ongoing competition in the sector, with rivals such as Walmart expanding automated drone delivery services through its partnership with Wing. Earlier this year, Wing extended its drone operations to the San Francisco Bay Area, offering a similarly rapid turnaround for orders in that region.
