Amazon has launched its ultra-fast delivery service, Amazon Now, which guarantees delivery of groceries and household essentials in 30 minutes or less across various cities in the United States. Initially soft-launched in Seattle and Philadelphia in late 2025, the service is now available in cities like Atlanta and Dallas-Fort Worth. Amazon plans to expand this service to cities including Austin, Houston, Minneapolis, and Phoenix throughout 2026. Customers can find the 30-minute delivery option on the Amazon app or website when available. While Prime members pay $4 per order, non-members incur a charge of $14. Additionally, orders under $15 attract a small order fee. This new service is part of Amazon's strategy to utilize strategically located fulfillment centers to ensure rapid delivery, positioning it against competitors like Walmart, which has also launched a drone delivery program.