On May 12, 2026, Amazon officially announced the launch of its ultra-fast delivery service called "Amazon Now" in the United States, where customers can receive their orders within 30 minutes after placing them. This marks Amazon's largest expansion in the instant retail and "Quick Commerce" sectors in recent years, directly competing with instant delivery platforms such as DoorDash, Uber Eats, and Instacart.

Currently, the service is widely available in cities such as Atlanta, Dallas-Fort Worth, Philadelphia, and Seattle, and is expanding to Austin, Denver, Houston, Minneapolis, Orlando, Oklahoma City, and Phoenix. Amazon plans to increase its coverage from the current several million users to tens of millions by the end of this year. Eligible products will be labeled with a "30-minute delivery" badge on the Amazon App and website, including thousands of items such as fresh groceries, household essentials, electronics, personal care products, and alcohol in compliant regions.

To support this rapid delivery, Amazon has adopted a network of micro-fulfillment centers (front warehouses/dark warehouses) ranging from 5,000 to 10,000 square feet. These facilities are closer to urban residential areas than traditional large warehouses and can store high-demand items in advance. Delivery primarily relies on Amazon Flex's crowdsourced driver network, offering 24/7 service in most areas. Prime members pay a delivery fee of $3.99 per order (an additional $1.99 for orders under $15), while non-Prime members are charged $13.99.

Udit Madan, Senior Vice President of Global Operations at Amazon, stated: "Amazon Now is designed for users who need delivery within 30 minutes, whether it's ingredients for dinner, AirPods needed before a flight, or household essentials like laundry detergent, all can be delivered directly to your doorstep." Data shows that in 2025, global Prime members received over 13 billion items through same-day or next-day delivery, with the U.S. market accounting for 8 billion items, a 30% increase year-over-year. The industry believes that the launch of Amazon Now will reshape the competitive landscape of instant retail in the United States. With its logistics infrastructure and membership system advantages, Amazon is expected to quickly seize market share.