Dive Brief:
- Amazon is expanding its 30-minute delivery service, which includes fresh grocery delivery, to dozens more U.S. cities by the end of this year, the company announced Tuesday.
- The service is currently available in Atlanta, the Dallas-Fort Worth area, Philadelphia and Seattle. Cities where Amazon plans to add Amazon Now include Austin and Houston, Texas; Minneapolis; Orlando, Florida; Phoenix; Denver; and Oklahoma City.
- Expanding Amazon Now is the latest move by Amazon to grow its grocery business by leaning into its expansive e-commerce network.
Dive Insight:
The expansion of Amazon Now, following tests late last year, is the latest indicator that Amazon sees its speedy delivery capabilities as a key lever in achieving its grocery ambitions.
Along with fresh groceries, Amazon Now allows customers to order electronics, household essentials and personal care items in a single order for delivery within 30 minutes.
Amazon Now is designed to serve more populated areas and utilizes Amazon’s network of smaller fulfillment centers that are already close to where customers live and work, according to the press release. Amazon said the expansion will make Amazon Now available to “tens of millions” of people this year.
“Amazon Now is for when you need or want the convenience of getting your Amazon order delivered in 30 minutes or less,” Udit Madan, senior vice president of Amazon Worldwide Operations, said in a statement. “With thousands of items available for ultra-fast delivery, 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’s delivery fee costs $3.99 per order for Prime members and $13.99 for customers who aren’t members. Orders below $15 have a small-order fee of $1.99 for Prime members and $3.99 for people who aren’t members.
While Amazon announced earlier this year it would shutter all its Amazon Fresh and Amazon Go brick-and-mortar stores, the company has continued to find new ways to grow its grocery business within its e-commerce operations. Last year, the company scaled its same-day perishable food delivery to more than 2,300 locations.
This month, Amazon entered the B2B grocery space, announcing that its business delivery service added same-day perishable groceries to its operations.
In November 2025, Amazon opened a micro-fulfillment center within a Plymouth Meeting, Pennsylvania, Whole Foods Market that allows customers to pick up conventional grocery and household items found on Amazon’s online marketplace.
Expanding Amazon Now comes just weeks after Amazon CEO Andy Jassy said Amazon became the second-largest U.S. grocer based on the more than $150 billion in gross sales its grocery business brought in during 2025.
