Amazon is launching an ultra-fast delivery service that brings orders to customers within 30 minutes, marking a new phase in the U.S. e-commerce delivery competition.
Expanding Nationwide Beyond Pilot Operations
According to Amazon's official announcement on Wednesday (local time), the company plans to expand "Amazon Now," an ultra-fast delivery service previously piloted in select regions including Seattle, to dozens of cities.
The service will be available in major metropolitan areas including Atlanta, Seattle, Philadelphia and Dallas-Fort Worth. Amazon reportedly aims to expand service availability to tens of millions of users by year-end.
Key target items include fresh food, daily necessities, pet supplies and electronics accessories — product categories with high urgent demand. Region-specific products are also available.
Three-Tier Speed System: 30 Minutes, 1-3 Hours, Same-Day
The delivery system stands out for its speed-based segmentation. Beyond the 30-minute ultra-fast delivery, roughly 90,000 products are available within 1 to 3 hours, and millions of items can be received on the same day as ordered.
The pricing structure favors Prime members. Prime subscribers can use the service for $3.99 per order, while non-members are charged $13.99 in delivery fees. An additional fee applies to small orders under $15.
"We have thousands of products ready for ultra-fast delivery," said Udit Madan, Amazon Senior Vice President. "From groceries for dinner to daily essentials like detergent and toothpaste, and even AirPods urgently needed before boarding a flight, customers can receive them right away."
Forward-Deployed Urban Logistics Hubs and AI Drive Growth
The key infrastructure supporting such ultra-fast delivery is small-scale urban logistics hubs. Amazon has strategically placed fulfillment centers near consumer residences and downtown areas, significantly reducing last-mile delivery times, analysts said.
The company combines this with artificial intelligence-based inventory forecasting technology and delivery route optimization systems to simultaneously achieve product supply efficiency and optimal delivery routes.
Amazon's logistics capabilities are already proven in numbers. Last year, more than 13 billion items were delivered same-day or next-day worldwide, with over 8 billion delivered within a single day in the U.S. alone. This represents a more than 30% surge compared to 2024, with more than half of those being groceries and daily necessities, Amazon said.
Attention is turning to how the shift from same-day delivery to 30-minute instant delivery will reshape U.S. consumer patterns and the quick-commerce market landscape.
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