Amazon has expanded its ultra-fast delivery service, Amazon Now, to dozens of US cities including Atlanta and Dallas-Fort Worth. The service promises 30-minute delivery of groceries, household essentials, and select electronics through a dedicated option in the Amazon app. Following its soft launch in Seattle and Philadelphia late last year, Amazon is rapidly expanding the service to Austin, Houston, Minneapolis, and more locations throughout 2026.

Prime members pay $4 per order for Amazon Now, compared to $14 for non-members. Orders under $15 incur a small order fee of $2 for Prime subscribers or $4 for others. Amazon positions this as their fastest delivery option, operating 24 hours in most areas and using strategically placed fulfillment centers to minimize delivery distances and maintain the 30-minute promise.

The ultra-fast delivery space faces increasing competition as Walmart expands its drone delivery program through its partnership with Wing. Earlier this year, Wing brought its automated delivery service to the San Francisco Bay Area, offering similar rapid turnaround times. Amazon's push into 30-minute delivery represents their latest attempt to dominate the growing market for immediate gratification in e-commerce.