Amazon has begun trialling a rapid delivery service, promising the arrival of everyday items in 30 minutes in selected neighbourhoods of Seattle in Washington and Philadelphia in Pennsylvania.
The pilot programme, branded as Amazon Now, offers thousands of everyday items.
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The service includes fresh produce, dairy products, over-the-counter medicines, toiletries, cosmetics, pet supplies, paper goods, electronics and seasonal items.
Prime members using Amazon Now will pay reduced delivery fees starting at $3.99 per order, while non-Prime customers will pay from $13.99. An additional $1.99 “small basket” fee applies to orders under $15.
Amazon Now is available directly through the retail giant’s existing shopping app and website for customers in eligible postcodes.
Shoppers can see if this option is available by looking for the 30-Minute Delivery label at checkout. Orders can be tracked in real time.
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By GlobalDataAmazon’s pilot uses a network of smaller, purpose-built fulfilment facilities located near residential and commercial areas in the two cities.
These locations are intended to handle orders more quickly and cut the distance between warehouses and end customers.
Prime members in the test areas will still be able to use Amazon’s full range of delivery options, including same-day, overnight and next-day, as long as they meet the existing order minimums.
Amazon recently issued a security alert to customers worldwide ahead of the peak 2025 holiday shopping season, warning of an increasing number of scams in which criminals impersonate the company to steal personal and financial information.
In November 2025, it introduced Amazon Bazaar as a standalone mobile app in 14 new markets, expanding access to its ultra low-cost retail offering.
The app is accessible to customers in Argentina, Bahrain, Costa Rica, the Dominican Republic, Ecuador, Hong Kong, Jamaica, Kuwait, Nigeria, Oman, Peru, the Philippines, Qatar and Taiwan, and a broader roll-out is planned.
