Amazon begins testing 30-minute “Amazon Now” deliveries in Seattle and Philadelphia, intensifying the global race for ultra-fast fulfillment.
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| Amazon trials an ultra-fast 30-minute delivery service in Seattle and Philadelphia, signaling a new phase in the global competition for rapid retail fulfillment. Image: CH |
SEATTLE, United States — December 2, 2025:
Amazon’s introduction of its new “Amazon Now” delivery option in parts of Seattle and Philadelphia marks a significant shift in the competitive dynamics of ultra-fast retail fulfillment. By offering groceries and everyday essentials in as little as 30 minutes, Amazon is attempting to position the service as an integral part of its primary shopping ecosystem rather than a niche, standalone feature. The integration into the main Amazon app underscores the company’s intention to normalize instant delivery as a standard expectation for consumers.
The pilot includes a wide range of products such as milk, eggs, fresh produce, over-the-counter medicine, and small electronics. Amazon emphasized that thousands of household essentials can now arrive “in minutes.” Pricing reflects a tiered approach, with Prime members paying from $3.99 and non-Prime shoppers from $13.99, subject to variation based on order size and location. These costs highlight the logistical complexity and financial challenges inherent in sustaining such rapid delivery speeds, particularly in markets with diverse population densities.
Amazon’s move comes as competitors like Walmart and Instacart continue to scale their own rapid-delivery programs. Walmart has been tightening its fulfillment operations while Instacart has used partnerships and high-frequency grocery purchases to expand its reach. Against this backdrop, Amazon’s test serves both as a defensive maneuver to maintain market dominance and an offensive push to redefine consumer expectations around immediacy.
Whether Amazon can support 30-minute delivery at scale remains an open question. The service demands precise inventory positioning, highly coordinated delivery networks, and robust last-mile logistics. It also raises questions about consumer adoption outside the dense urban neighborhoods that typically sustain profitable rapid-delivery models. The performance of the Seattle and Philadelphia tests will shape Amazon’s decision on whether to pursue broader U.S. expansion.
The emergence of Amazon Now suggests that retail competition is entering an era in which convenience is defined not merely by same-day delivery but by fulfillment measured in minutes. If the pilot proves viable, Amazon may set a new norm for the industry, pushing rivals to further compress their delivery windows. For now, the two-city trial provides an early look at how Amazon plans to evolve its fulfillment strategy in a world increasingly shaped by real-time consumer expectations.