Amazon Testing 'Ultra-Fast' 30-Minute Delivery

By Alia Shoaib

News Reporter

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Amazon is testing a new “ultra-fast” delivery service that takes approximately 30 minutes or less in two cities.

The initiative, called Amazon Now, lets customers in parts of Seattle and Philadelphia get select household essentials and groceries delivered to their doorstep in minutes.

Why It Matters

Amazon’s new rapid delivery service represents a significant step in e-commerce speed, catering to the growing demand for convenience and rapid delivery. By providing fast access to essentials and groceries, Amazon could reshape consumer expectations around same-day delivery and put pressure on competitors.

What To Know

Amazon announced the new delivery service in a press release on Monday.

Amazon Now will cost $13.99 per order, with Prime members getting discounted fees starting at $3.99. Orders totaling less than $15 will have a $1.99 basket fee added.

Customers in eligible areas can already access Amazon Now and find eligible items for delivery under the “30-Minute Delivery” option in the navigation bar.

The service includes thousands of items, Amazon said, “including milk, eggs, fresh produce, toothpaste, cosmetics, pet treats, diapers, paper products, electronics, seasonal items, over-the-counter medicines, chips, dips, and more.”

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Amazon said it is using specialized, smaller facilities designed for efficient order fulfillment for the service, strategically placed near where Seattle- and Philadelphia-area customers live and work.

The setup is designed to streamline order fulfillment, improve employee safety when handling items, minimize travel for delivery drivers, and speed up delivery times.

Customers will be able to track their orders and tip their drivers.

Amazon Now is part of the company’s decades-long push to shorten delivery times. It builds on Amazon’s existing fast-delivery services, including Same-Day, Next-Day, and Overnight delivery for Prime members.

What People Are Saying

Amazon said in a press release: “Building on our decades of delivery innovation, we’re now testing an ultra-fast delivery offering of the items customers want and need most urgently in parts of Seattle and Philadelphia. Amazon Now brings thousands of household essential items and groceries to customers’ doorsteps in about 30 minutes or less.”

What Happens Next

Amazon is now testing Amazon Now in parts of Seattle and Philadelphia. The company has so far not confirmed if or when it plans to expand the service to additional cities.

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