Amazon launches 30-minute delivery across the U.S.

Published: Tuesday, May 12, 2026 at 10:00 am

Amazon Expands Ultra-Fast Delivery with 30-Minute Option

Amazon is accelerating its delivery game with the nationwide launch of Amazon Now, a 30-minute delivery service. The online retail giant announced the expansion on Tuesday, bringing the ultra-fast option to dozens of U.S. cities.

The service allows customers to order from a selection of thousands of items, including fresh groceries, household essentials, and other locally relevant products. The initial rollout includes cities such as Atlanta, Dallas-Fort Worth, Philadelphia, and Seattle, with further expansion planned to include Austin, Denver, Houston, Minneapolis, Orlando, Oklahoma City, and Phoenix. Amazon anticipates reaching tens of millions of customers by the end of the year as the service continues to expand across the country.

Customers can identify eligible items through 30-minute delivery banners on the Amazon app and website. The service, which began pilot tests in December, competes with other quick delivery services.

Amazon Now offers a competitive pricing structure. Prime members pay a $3.99 per-order fee, while non-Prime members pay $13.99. A small order fee of $1.99 for Prime members and $3.99 for non-members applies to orders under $15.00.

To facilitate these rapid deliveries, Amazon utilizes a network of smaller fulfillment locations strategically positioned closer to customers. This allows for reduced travel distances and faster delivery times. Amazon Now orders can include fresh produce, dairy, eggs, bakery items, healthcare and personal care items, baby and pet needs, electronics, and alcohol where permitted. The service will be available 24 hours a day in most areas.

Amazon Now joins the company's existing fast-delivery options, including 1-hour and 3-hour deliveries, and same-day delivery. Amazon is also experimenting with under-60-minute drone deliveries via Prime Air in eight U.S. locations. In 2025, Amazon Prime members received over 13 billion total items via either same-day or next-day delivery globally. The U.S. alone accounted for 8 billion of those items, a figure up 30% year-over-year.

BNN's Perspective:

Amazon's continued investment in ultra-fast delivery options highlights the evolving expectations of consumers. While the convenience is undeniable, the environmental and labor implications of such rapid delivery models warrant ongoing scrutiny. The competitive landscape is heating up, and it will be interesting to see how other retailers respond to Amazon's latest move.

Keywords: Amazon, Amazon Now, 30-minute delivery, fast delivery, online retail, groceries, household essentials, Prime members, delivery service, e-commerce, same-day delivery, ultra-fast delivery

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