Amazon on Tuesday launched Amazon Now, a 30-minute delivery service now available in dozens of U.S. cities, including Atlanta, Dallas-Fort Worth, Philadelphia and Seattle. [1, 2, 3, 4, 5]
The company is also expanding the service to Austin, Denver, Houston, Minneapolis, Orlando, Oklahoma City and Phoenix, and said it expects further U.S. growth. Amazon said Amazon Now will reach tens of millions of customers in these and other cities by year-end. [1, 2, 3, 4, 5]
Amazon said the service offers thousands of items, including groceries, household essentials and other locally relevant products. Udit Madan, an Amazon executive, said: "Amazon Now is for when you need or want the convenience of getting your Amazon order delivered in 30 minutes or less." [1, 3, 4, 5]
The company said customers can find Amazon Now in the Amazon app or website, where it appears with a 30-minute delivery label or banner. Some sources also said the listing uses a lightning bolt icon. Amazon said the service runs from smaller fulfillment or micro-fulfillment sites closer to customers to cut delivery times. [1, 3, 4, 5]
Amazon is pricing the service at $3.99 per order for Prime members and $13.99 for non-members, with extra fees on orders below $15. For those smaller baskets, Amazon said Prime members pay $1.99 and non-members pay $3.99. One source gave rounded figures of about $4, about $14, $2 and $4. [1, 3, 5]
Madan said the service can deliver "everything from groceries for dinner, to AirPods before a flight, to household essentials like laundry detergent or toothpaste". Amazon said the service competes with quick-delivery rivals including DoorDash, Uber Eats, Instacart and Walmart-related delivery services. [1, 3, 4, 5]
Amazon began pilot tests of 30-minute delivery in Seattle and Philadelphia in December. The company said Amazon Now will expand further across the U.S. as it rolls out to more cities. [1, 3, 4, 5]
