Amazon has expanded its ultrafast delivery programme beyond its initial trial markets, with Amazon Now now available to millions of shoppers across a growing list of US cities following a December pilot in Philadelphia and Seattle.
The rollout places Amazon Now in direct competition with on-demand platforms such as DoorDash and Instacart, both of which have built significant consumer bases around rapid grocery and essentials delivery since well before Amazon entered the sub-hour delivery space with Prime Now back in 2014.
That earlier service underwent several structural changes in the years that followed, moving from a dedicated app to a standalone Prime Now website before Amazon folded it into its main storefront in 2021, and the shuttering of Amazon Today in October 2024 removed another same-day fulfilment option that had covered deliveries from brick-and-mortar retail partners.
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Amazon Now builds on that history with a tighter delivery promise, covering thousands of items across grocery staples including fresh milk and produce, over-the-counter medicines, household essentials, and small electronics such as HDMI cables and AirPods, with eligible items surfaced directly within the standard Amazon homepage and app.
The service now covers Atlanta and Dallas-Fort Worth in a full rollout alongside the original two markets, with a more limited but active expansion currently underway across Austin, Denver, Houston, Minneapolis, Oklahoma City, Orlando, and Phoenix.
Amazon Now deliveries carry a flat fee of $3.99 per order for Prime members, who pay $14.99 per month or $139 per year for the subscription, while non-members pay $13.99 per order, with an additional $1.99 charge for Prime members on orders below $15, rising to $3.99 for those without a membership.
Amazon has not confirmed a timeline for further city additions beyond the current expansion markets, though the pace of rollout suggests the company is moving through its distribution build-out at a rate consistent with a broader national launch later in the year.
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