Amazon Debuts “Amazon Now” for 30-Minute Ultrafast Grocery Delivery

Amazon (NASDAQ: AMZN) has introduced Amazon Now, a new ultrafast delivery service promising groceries and daily essentials in roughly 30 minutes or less. The service, currently rolling out in select neighborhoods of Seattle, Washington, and Philadelphia, Pennsylvania, aims to redefine convenience shopping by offering rapid access to thousands of everyday products.

Through Amazon Now, customers can order a wide range of items including fresh produce, milk, eggs, pantry staples, cosmetics, over-the-counter medicines, pet supplies, electronics, and seasonal goods. The service is fully integrated into the Amazon shopping app and website, allowing users in eligible areas to look for the “30-Minute Delivery” option to check availability. Real-time order tracking and driver tipping are also supported to enhance the customer experience.

Pricing is structured to incentivize Prime members, who receive discounted delivery fees starting at $3.99, compared to $13.99 for non-Prime users. A $1.99 small-basket fee applies to orders under $15, encouraging larger checkouts while keeping ultrafast shipping accessible.

To meet the demanding speed of 30-minute fulfillment, Amazon is deploying specialized micro-fulfillment facilitieslocated closer to residential and commercial hubs. These smaller, highly efficient sites are designed to streamline the picking and packing process for quicker dispatch. The company has been actively hiring warehouse staff and drivers for what it calls “Amazon’s fastest delivery operation,” reflecting the scale and priority of the program.

According to reporting from The Information, Amazon has also reached out to major consumer packaged goods brands, requesting product lists that are well-suited for ultrafast delivery. This move suggests Amazon’s intent to broaden selection and strengthen partnerships as it expands the service.

Amazon Now represents the retailer’s latest push into rapid-delivery logistics, positioning the company to compete more aggressively with instant-commerce players while raising consumer expectations for speed and convenience.