Amazon is testing 30-minute deliveries | The VergeSkip to main contentThe homepageThe VergeThe Verge logo.The VergeThe Verge logo.TechReviewsScienceEntertainmentAIHamburger Navigation ButtonThe homepageThe VergeThe Verge logo.Hamburger Navigation ButtonNavigation DrawerThe VergeThe Verge logo.Login / Sign UpcloseCloseSearchTechExpandAmazonAppleFacebookGoogleMicrosoftSamsungBusinessCreatorsMobilePolicySecurityTransportationReviewsExpandLaptopsPhonesHeadphonesTabletsSmart HomeSmartwatchesSpeakersDronesScienceExpandSpaceEnergyEnvironmentHealthEntertainmentExpandGamesTV ShowsMoviesAudioAIVerge ShoppingExpandBuying GuidesDealsGift GuidesSee All ShoppingCarsExpandElectric CarsAutonomous CarsRide-sharingScootersOther TransportationFeaturesVideosExpandYouTubeTikTokInstagramPodcastsExpandDecoderThe VergecastVersion HistoryNewslettersExpandThe Verge DailyInstallerVerge DealsNotepadOptimizerRegulatorThe StepbackArchivesStoreSubscribeFacebookThreadsInstagramYoutubeRSSThe VergeThe Verge logo.Amazon is testing 30-minute deliveriesComments DrawerCommentsLoading commentsGetting the conversation ready...NewsCloseNewsPosts from this topic will be added to your daily email digest and your homepage feed.FollowFollowSee All NewsTechCloseTechPosts from this topic will be added to your daily email digest and your homepage feed.FollowFollowSee All TechAmazonCloseAmazonPosts from this topic will be added to your daily email digest and your homepage feed.FollowFollowSee All AmazonAmazon is testing 30-minute deliveriesThe ultra-fast ‘Amazon Now’ service will deliver groceries, household essentials, and electronics.The ultra-fast ‘Amazon Now’ service will deliver groceries, household essentials, and electronics.by Jess WeatherbedCloseJess WeatherbedNews ReporterPosts from this author will be added to your daily email digest and your homepage feed.FollowFollowSee All by Jess WeatherbedDec 2, 2025, 2:32 PM UTCLinkShareThird time’s the charm? Image: AmazonJess WeatherbedCloseJess WeatherbedPosts from this author will be added to your daily email digest and your homepage feed.FollowFollowSee All by Jess Weatherbed is a news writer focused on creative industries, computing, and internet culture. Jess started her career at TechRadar, covering news and hardware reviews.Amazon is starting to test ultra-fast deliveries that aim to drop household goods at your doorstep in 30 minutes or less. The Amazon Now service is launching now in parts of Seattle and Philadelphia, according to Amazon’s announcement, allowing eligible customers to shop for items like fresh milk, eggs, produce, cosmetics, electronics, household essentials, over-the-counter medicines, and more.In those areas, Amazon Now has become part of the main Amazon shopping app, and allows users to track orders and tip delivery drivers. Users can check the “30-Minute Delivery” option in the app navigation bar to see if they’re eligible for the service. Delivery fees start at $3.99 per order for Prime subscribers and $13.99 for non-Prime members, with a $1.99 basket fee applied to orders below $15.The service will operate out of small specialized fulfillment facilities near eligible delivery zones, and is designed to help Amazon better compete with companies like DoorDash and Instacart.This is Amazon’s latest attempt to break into the ultra-fast delivery market, having previously invested $60 million in the one-hour Kozmo delivery service in 2000. A stand-alone “Prime Now” service for two-hour deliveries was also launched in 2014, and later shut down in 2021. Most recently, Amazon shut down its dedicated “Amazon Today” same-day delivery service in October 2024, though same-day deliveries are still available to Prime subscribers via the Amazon shopping app.Follow topics and authors from this story to see more like this in your personalized homepage feed and to receive email updates.Jess WeatherbedCloseJess WeatherbedNews ReporterPosts from this author will be added to your daily email digest and your homepage feed.FollowFollowSee All by Jess WeatherbedAmazonCloseAmazonPosts from this topic will be added to your daily email digest and your homepage feed.FollowFollowSee All AmazonNewsCloseNewsPosts from this topic will be added to your daily email digest and your homepage feed.FollowFollowSee All NewsTechCloseTechPosts from this topic will be added to your daily email digest and your homepage feed.FollowFollowSee All TechMost PopularMost PopularNetflix kills casting from phonesThe Nintendo Switch 2 got its first-ever discount during Cyber MondayThese last-minute Cyber Monday deals will likely be gone tomorrowMKBHD is taking down his wallpaper appApple’s smallest iPad just got its biggest price cut for Cyber MondayThe Verge DailyA free daily digest of the news that matters most.Email (required)Sign UpBy submitting your email, you agree to our Terms and Privacy Notice. 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Amazon is currently piloting a new expedited delivery service, dubbed “Amazon Now,” with a target delivery time of 30 minutes or less. This initiative is being launched initially in select areas of Seattle and Philadelphia, offering customers access to a range of goods including groceries, household essentials, cosmetics, electronics, and over-the-counter medications. The service integrates directly into the main Amazon shopping app, enabling users to track their orders and, notably, to provide tips for the delivery drivers. Navigation within the app facilitates the selection of the “30-Minute Delivery” option, indicating eligibility for this rapid service. Delivery fees are structured at $3.99 for Prime subscribers and $13.99 for non-Prime members, with an additional $1.99 basket fee applying to orders under $15.

The operation of Amazon Now relies on small, specialized fulfillment facilities strategically located near designated delivery zones. This localized approach represents a deliberate strategy to enhance Amazon’s competitive position within the burgeoning ultra-fast delivery market, mirroring and challenging the models developed by companies like DoorDash and Instacart. The launch of Amazon Now is not a singular event, but rather a continuation of Amazon’s experimentation with rapid delivery, drawing on previous investments and initiatives. Notably, it represents a third iteration of such ventures. Earlier attempts, including a $60 million investment in the one-hour Kozmo delivery service in 2000, and a two-hour same-day delivery service known as “Prime Now” launched in 2014, ultimately failed. “Amazon Today,” a dedicated same-day delivery service, was discontinued in October 2024, though same-day delivery remains available to Prime subscribers through the main Amazon shopping app. This ongoing evolution underscores Amazon’s persistent focus on optimizing logistics and customer convenience.