Amazon rolls out 30-minute delivery to Atlanta and Dallas-Fort Worth

Amazon has officially expanded its ultrafast 30-minute delivery service to Atlanta and Dallas-Fort Worth. This launch marks a significant step in the retailer's logistics strategy, bringing the capability to two major US markets that join Seattle and Philadelphia as the current hubs for the programme. The service, which follows a limited test run in Seattle and Philadelphia last December, is now available to millions of shoppers across these four cities.

The expansion encompasses thousands of eligible items, ranging from fresh produce and over-the-counter medicines to household essentials and small electronics such as AirPods and HDMI cables. Shoppers in the newly added cities will see a specific "30-Minute Delivery" option on the Amazon home page and mobile app, with eligible products clearly marked within search results. This integration aims to streamline the user experience while competing directly with third-party rapid delivery companies like DoorDash and Instacart.

Pricing for the service remains consistent with the initial rollout, though costs vary significantly based on membership status. Prime members are charged a flat fee of $3.99 per order, whereas non-members face a substantially higher rate of $13.99. Additionally, an extra surcharge applies to orders under $15, costing $1.99 for Prime subscribers and $3.99 for everyone else. This structure highlights the service's reliance on the Prime ecosystem to remain economically viable for the average consumer.

The initiative builds on Amazon's long history of rapid logistics, having offered same-day one or two-hour deliveries since 2014. The service evolved from a standalone mobile app to a dedicated Prime Now website before being folded into the main Amazon website in 2021. More recently, the retailer discontinued its Amazon Today service in October 2024, which had facilitated same-day deliveries from brick-and-mortar retailers, indicating a strategic pivot back to ultrafast in-house logistics.

Looking ahead, Amazon has indicated plans to extend the service to a further list of cities including Austin, Houston, Minneapolis, Orlando, Phoenix, Denver, and Oklahoma City. However, specific timelines for this broader expansion have not been confirmed. The current focus remains on solidifying the operational framework in the four active metropolitan areas before scaling to the wider national network.