Amazon launched its 30-minute Amazon Now service in dozens of U.S. cities on May 13, 2026, Udit Madan said, putting a stopwatch on how fast customers can get groceries, electronics and household staples delivered to their doors.
Amazon said the offering is widely available in Atlanta, Dallas-Fort Worth, Philadelphia and Seattle, and live in parts of Austin, Denver, Orlando and Phoenix. Customers in those areas see a "30-Minute Delivery" option in the banner of the Amazon app and web page, and Amazon said the service is available to millions of customers today with plans to reach tens of millions this year.
Pricing makes clear whom Amazon is courting: Prime subscribers pay $3.99 per order for Amazon Now, while non-subscribers pay $13.99. Smaller orders cost Prime members an additional $1.99 charge and non-Prime customers pay a $3.99 fee on similar smaller orders. Amazon also said most areas provide Amazon Now service 24 hours a day.
"Amazon Now is for when you need or want the convenience of getting your Amazon order delivered in 30 minutes or less," Udit Madan said. "With thousands of items available for ultra-fast delivery, you can get everything from groceries for dinner, to AirPods before a flight, to household essentials like laundry detergent or toothpaste delivered right to your door," he added.
The rollout bundles customer-facing features Amazon has been testing: Prime members get an Add to Delivery option that Amazon said makes it easier to add items when you remember you need them, and shoppers can buy fresh items where bananas, avocados and blueberries rank as top picks for both quality and everyday low prices. Amazon Now joins the company's one-hour and three-hour delivery options, same-day delivery and its Prime Air drone delivery service.
The stakes are visible in Amazon's results. In its most recent quarter the company reported online store sales of $64.2 billion, up 12% year over year, and executives have said the company will hold its annual Prime Day event next month, though Amazon has not announced exact dates and times. Amazon's push to shorten delivery times is both a service bet and a commercial test ahead of that high-traffic sales window.
That bet lands in a crowded last-mile market. Walmart already offers express deliveries that reach customers in less than two hours and runs its own drone delivery service for 30-minute drops, creating an immediate point of comparison. Amazon counters with Prime Air and this broader network of ground and aerial options, but the price gap for non-Prime customers and the operational complexity of 30-minute delivery create friction between what Amazon promises and what every neighborhood can reliably receive.
The most consequential question after the launch is blunt: can Amazon scale Amazon Now to the tens of millions of customers it describes, and fast enough to make an impact on Prime Day next month? If Amazon reaches that scale, the company will have reset consumer expectations about how quickly everyday goods arrive; if it does not, the rollout will look like an expensive experiment in speed rather than a durable spike in service.
Round Time News has covered related Amazon product moves, including its short-form feed on Prime Video ( and other company offers like discounted electronics and UK policing stories tied to streaming hardware (
