Amazon is testing a new 30-minute delivery service in parts of Seattle and Philadelphia, a move that raises the bar again for how fast everyday items can reach customers’ homes. The company says the service, called Amazon Now, can bring thousands of household essentials and fresh groceries to shoppers’ doors in about half an hour.
The trial covers items like milk, eggs, snacks, cosmetics, pet products, paper goods, phone chargers, and other small but urgent purchases. Prime members pay discounted delivery fees starting at $3.99 per order. Non-Prime customers pay $13.99, and there is a $1.99 small-basket fee for orders under $15.
From a supply chain perspective, the bigger story is how Amazon is enabling this. The company is using new, compact fulfillment facilities located near densely populated areas. These sites allow workers to pick and pack orders quickly, reducing the distance delivery partners need to travel. Shorter routes help drivers move faster and make it easier to hit the 30-minute target.
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Amazon says customers in eligible ZIP codes will see a “30-Minute Delivery” option in the app and on the website. They can browse local inventory, track their orders in real time, and tip drivers.
Other retailers have been moving faster too. Target recently expanded next-day delivery to 35 major metro areas, giving shoppers quicker options during peak periods. Additionally, a recent survey found that many shoppers now prioritize reliable delivery speed over discounts, showing how much pressure retailers are under to keep orders moving on time:
If Amazon expands the 30-minute model, it could reshape how retailers think about ultra-fast delivery. The approach adds pressure to local logistics networks but also signals that companies are still pushing for faster options, even as customer expectations keep rising.
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