Amazon has launched its ultra-fast delivery service Amazon Now in Seattle, bringing thousands of grocery and household items to customers’ doors in approximately 30 minutes or less, the company announced Monday.
The service is now widely available in Seattle alongside Atlanta, Dallas-Fort Worth, and Philadelphia, with rapid expansion underway in dozens of additional cities including Austin, Houston, Minneapolis, Phoenix, and Denver. Amazon said it plans to reach tens of millions of customers across these and other cities by the end of the year.
Amazon Now covers a broad range of everyday items including fresh produce, dairy, bakery goods, household essentials, personal care products, electronics, baby items, pet supplies, and alcohol where permitted. Customers can access the service through the Amazon app or website, where a 30-Minute Delivery option will appear in the banner. In most areas, the service operates 24 hours a day.
Prime members pay a delivery fee of $3.99 per order, while non-Prime customers pay $13.99. An additional small order fee applies to purchases below $15, at $1.99 for Prime members and $3.99 for those without membership.
The service operates from a network of smaller fulfilment locations strategically positioned close to where customers live and work, a design intended to shorten delivery distances and speed up the picking and packing process. Senior Vice President of Amazon Worldwide Operations Udit Madan described the service as filling a distinct gap in the company’s delivery ecosystem. “Amazon Now is for when you need or want the convenience of getting your Amazon order delivered in 30 minutes or less,” Madan said. “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.”
Amazon Now joins an expanding portfolio of fast delivery options the company has built out in recent years. The company said it delivered more than 8 billion items to US Prime members on the same or next day in 2025, a 30% increase from the prior year, with groceries and everyday essentials making up half of that total.
For Seattle residents, the launch gives the city’s Amazon customer base access to one of the fastest retail delivery services currently operating in the United States, anchored by the company whose headquarters sit at the centre of the city’s economy.
