TL;DR
Amazon has expanded its 30-minute delivery service, Amazon Now, to more cities across the U.S., including Atlanta and Dallas-Fort Worth, with plans to add Austin, Houston, and others. The service offers fast delivery of thousands of items for Prime members and non-members alike.
Amazon has expanded its ultrafast 30-minute delivery service, Amazon Now, to several new cities across the United States, making rapid delivery of thousands of items available to millions of shoppers. This development increases Amazon’s competitive edge against delivery services like DoorDash and Instacart, offering quick access to essentials and electronics.
Following a limited test in Seattle and Philadelphia starting last December, Amazon Now is now broadly available in Atlanta and Dallas-Fort Worth, with plans to expand to Austin, Houston, Minneapolis, Orlando, Phoenix, Denver, and Oklahoma City. The service includes thousands of eligible items such as groceries, medicines, household essentials, and small electronics, all deliverable within 30 minutes.
Customers in cities where the service is active will see a “30-Minute Delivery” option on the Amazon homepage and mobile app. Eligible items are marked as available with Amazon Now in search results. Delivery fees are discounted for Prime members, costing $3.99 per order for those with a $14.99/month or $139/year Prime subscription, or $13.99 without a membership. Orders under $15 incur an additional fee of $1.99 for Prime members and $3.99 for non-members.
Amazon introduced this service as part of its effort to compete with dedicated rapid delivery companies. It has been offering same-day and two-hour deliveries since 2014, initially via its mobile app, later through a dedicated Prime Now website, and integrated into the main Amazon platform in 2021. The company recently shut down its Amazon Today service, which provided same-day delivery from malls and retail stores.
Why It Matters
This expansion indicates Amazon’s strategic push to strengthen its position in the rapid delivery market, directly competing with third-party services like DoorDash and Instacart. The availability of ultrafast delivery could influence consumer shopping behaviors, especially for last-minute needs, and reshape expectations for online retail speed.
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Background
Amazon launched its 30-minute delivery service, Amazon Now, in December 2023, initially limited to select cities. The move was part of a broader effort to enhance Prime benefits and capture more market share in quick commerce. The service was previously restricted but is now being rolled out nationwide, reflecting Amazon’s ongoing investment in logistics and delivery infrastructure.
“Following a limited test run in parts of Seattle and Philadelphia that started last December, Amazon Now is now officially available to millions of Amazon shoppers across the United States.”
— Andrew Liszewski, senior tech reporter
“We are committed to providing fast, reliable delivery options to our customers and are excited to expand Amazon Now to more cities.”
— Amazon spokesperson
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What Remains Unclear
It is not yet clear how quickly Amazon plans to expand to all targeted cities or how the service will perform in terms of delivery times and customer satisfaction at scale. Details about future pricing adjustments or additional eligible items remain undisclosed.
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What’s Next
Amazon is expected to continue expanding Amazon Now to additional cities over the coming months, with updates on service performance and coverage likely to follow. The company may also refine pricing and item eligibility based on initial rollout feedback.
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Key Questions
Which cities currently have Amazon’s 30-minute delivery service?
As of now, Amazon Now is available in Atlanta, Dallas-Fort Worth, and soon in Austin, Houston, Minneapolis, Orlando, Phoenix, Denver, and Oklahoma City.
What types of items are available for 30-minute delivery?
Eligible items include groceries, medicines, household essentials, and small electronics such as AirPods and HDMI cables.
How much does the service cost?
For Prime members, the fee is $3.99 per order with a $14.99/month or $139/year subscription. Non-Prime customers pay $13.99 for Prime members and $3.99 for non-members for orders over $15, with additional fees for smaller orders.
