Amazon has started a new delivery service in London that brings groceries and everyday essentials to people’s doors in about 30 minutes.

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Amazon Now is launching in select parts of Southwark and will roll it out to more areas over time. It offers thousands of items customers might need on short notice, including milk, eggs, fresh fruit and vegetables, toothpaste, pet food, baby nappies, snacks, and over-the-counter medicines.

Prime members receive discounted delivery fees on Amazon Now orders, starting at £1.99 (about $2.50 USD). Orders are placed through the Amazon app or website, and the service runs seven days a week.

“Amazon Now brings a new level of speed and convenience to customers, delivering thousands of groceries and household essentials in less than 30 minutes,” said John Boumphrey, UK Country Manager at Amazon. “It’s the latest example of our commitment to faster delivery, building on the millions of items we already deliver the same or next day to customers across the UK.”

Amazon has already rolled out Amazon Now in parts of the U.S., offering ultra-fast delivery of everyday items in select cities.

Same-day delivery keeps spreading

The London launch comes as fast delivery has become a bigger part of how retailers compete. In the U.S., Amazon is now testing 30-minute delivery in parts of Seattle and Philadelphia for groceries and household essentials, offering thousands of items to customers’ doors in about half an hour or less, a step beyond traditional same-day service and a sign of how rapid delivery is evolving.

That shift isn’t limited to Amazon. Over the past couple of years, the company has also been expanding same-day grocery delivery to thousands of cities and towns across the U.S., letting shoppers order perishable foods and everyday items for delivery within hours, not days.

Retail rivals have been leaning into fast delivery as well. Target has rolled out next-day delivery to more than three dozen markets, giving customers quick access to groceries and general merchandise, and Walmart has been testing same-day delivery for refrigerated groceries and prescription drugs, signaling a broader push toward speed across major retail supply chains.