Amazon is starting to test ultra-fast deliveries that aim to drop household goods at your doorstep in 30 minutes or less. The Amazon Now service is launching now in parts of Seattle and Philadelphia, according to Amazon’s announcement, allowing eligible customers to shop for items like fresh milk, eggs, produce, cosmetics, electronics, household essentials, over-the-counter medicines, and more.
In those areas, Amazon Now has become part of the main Amazon shopping app, and allows users to track orders and tip delivery drivers. Users can check the “30-Minute Delivery” option in the app navigation bar to see if they’re eligible for the service. Delivery fees start at $3.99 per order for Prime subscribers and $13.99 for non-Prime members, with a $1.99 basket fee applied to orders below $15.
The service will operate out of small specialized fulfillment facilities near eligible delivery zones, and is designed to help Amazon better compete with companies like DoorDash and Instacart.
This is Amazon’s latest attempt to break into the ultra-fast delivery market, having previously invested $60 million in the one-hour Kozmo delivery service in 2000. A stand-alone “Prime Now” service for two-hour deliveries was also launched in 2014, and later shut down in 2021. Most recently, Amazon shut down its dedicated “Amazon Today” same-day delivery service in October 2024, though same-day deliveries are still available to Prime subscribers via the Amazon shopping app.
