Amazon has launched Amazon Now, a new ultra-fast delivery service that brings thousands of fresh groceries, household essentials, and locally relevant items to customers’ doors in 30 minutes or less. The service is currently widely available in Atlanta, Dallas-Fort Worth, Philadelphia, and Seattle, with rapid expansion underway in dozens more U.S. cities, including Austin, Houston, Minneapolis, Orlando, Phoenix, Denver, and Oklahoma City. Amazon said it plans to expand Amazon Now to tens of millions of customers by the end of the year.
Amazon Now operates through a network of smaller fulfillment locations strategically placed close to where customers live and work, enabling faster delivery times while reducing the distance delivery partners need to travel. Customers can shop across categories, including dairy and eggs, fresh produce, bakery, health, baby, pet, personal care, electronics, and alcohol, where permitted, with personalized product recommendations available throughout the experience. In most areas where the service is available, Amazon Now operates 24 hours a day.
Prime members pay a discounted delivery fee of $3.99 per order, while non-Prime members pay $13.99. An additional small order fee applies to orders below $15, at $1.99 for Prime members and $3.99 for non-members. Amazon Now complements the company’s existing fast-delivery offerings, which include Prime Air drone delivery in nine U.S. locations, one-hour and three-hour delivery across a selection of more than 90,000 items, and same-day delivery available in more than 10,000 cities and towns nationwide.
The launch comes as Amazon continues to set delivery speed records globally. In 2025, the company delivered more than 13 billion items the same or next day worldwide, with U.S. Prime members receiving more than 8 billion items the same or next day, a more than 30% increase compared to the prior year. Groceries and everyday essentials accounted for half of that total, underscoring the demand Amazon Now is designed to serve.
KEY QUOTE:
“Amazon Now is for when you need or want the convenience of getting your Amazon order delivered in 30 minutes or less. With thousands of items available for ultra-fast delivery, you can get everything from groceries for dinner, to AirPods before a flight, to household essentials like laundry detergent or toothpaste delivered right to your door.”
Udit Madan, Senior Vice President, Amazon Worldwide Operations
