On Tuesday, Amazon announced the official launch of Amazon Now, a 30-minute delivery option that’s rolling out across dozens of US cities. Basically, giving DoorDash and other gig-delivery services some competition.
The service is already live in Atlanta, Dallas-Fort Worth, Philadelphia, and Seattle, with Austin, Denver, Houston, Minneapolis, Orlando, Oklahoma City, and Phoenix coming next. Amazon expects to reach tens of millions of customers with Amazon Now by the end of the year. So if your city isn’t on the list yet, just hang tight.
What can you order from Amazon Now?
Amazon Now offers thousands of items, including fresh groceries, dairy, bakery goods, healthcare products, baby and pet needs, electronics, and even alcohol where allowed. You’ll spot eligible items by the “30-minute delivery” banners in the Amazon app. In most areas, the service runs 24 hours a day.
Now, let’s talk price. It’s not free, but Amazon Prime members get a much better deal. Prime subscribers pay $3.99 per order, while non-Prime members shell out $13.99. Orders under $15 also incur a small order fee: $1.99 for Prime, $3.99 for everyone else. Compared to competitors’ variable fees, service charges, and expected tips, that’s actually pretty clean.
The way Amazon pulls this off is by using a network of smaller fulfillment hubs placed closer to where people actually live. Resulting in shorter travel distances, thus faster delivery.
This builds on Amazon’s existing fast-delivery push. The retailer already offers 1-hour and 3-hour delivery on more than 90,000 products, plus same-day shipping on millions more. And in eight markets, Amazon is testing drone deliveries through Prime Air.
For some context on how big this is getting: Prime members got over 13 billion items via same-day or next-day shipping globally in 2025. The US alone made up 8 billion of those, up 30% year-over-year.
If you’re not a Prime member yet, here’s how to sign up. And if you’re curious about the latest Prime Video Ultra plan that just launched in the US, we’ve got you covered there, too.
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