Amazon officially launched its 30-minute “Amazon Now” delivery service across dozens of U.S. cities including Atlanta, Dallas-Fort Worth, Philadelphia, Seattle, Austin, Denver, Houston, Minneapolis, Orlando, Oklahoma City, and Phoenix, with thousands of items available including fresh groceries, household essentials, healthcare items, baby and pet products, electronics, and alcohol (where permitted). The service costs $3.99 per order for Prime members or $13.99 for non-members, plus a small basket fee of $1.99 (Prime) or $3.99 (non-Prime) for orders under $15, made possible through a network of smaller fulfillment hubs (5,000-10,000 sq ft) placed closer to where customers live and work. The move puts Amazon in direct competition with Instacart, DoorDash, Uber Eats, Grubhub, and Walmart's Express Delivery service, with Amazon Prime members receiving over 13B same-day or next-day deliveries globally in 2025 (8B in the U.S., up 30% YoY) and the company also testing under-60-minute drone deliveries via Prime Air in 8 U.S. locations.
