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Amazon launches ultrafast delivery pilot. Groceries and essentials in 30 minutes. $3.99 for Prime, major implications for delivery expectations.
Dec 3, 2025 · 3 min read · 603 words
Updated December 3, 2025
Amazon is piloting "Amazon Now," an ultrafast delivery service promising 30-minute delivery for groceries and household essentials. The pilot launched in Seattle and Philadelphia, with plans to expand to 10+ major metro areas in Q1 2026. Similar moves have hit the dashboards we maintain for agencies before the official Amazon comms even land.
This represents Amazon's most aggressive delivery speed play since Prime launched in 2005. The service directly competes with Instacart, DoorDash, and Gopuff for the instant delivery market. For FBA sellers, this signals a continued acceleration in customer delivery expectations.
$3.99
Per delivery, no minimum
$13.99
Per delivery, no minimum
+$1.99
Orders under $15
The $10/delivery discount for Prime members makes this service nearly exclusive to Prime subscribers. This will likely drive more Prime signups, increasing the addressable market for FBA sellers.
| Category | Examples | SKU Count (Pilot) |
|---|---|---|
| Groceries | Fresh produce, dairy, meat, bakery items | ~8,000 SKUs |
| Household Essentials | Paper goods, cleaning supplies, pet food | ~3,500 SKUs |
| Personal Care | Health, beauty, baby products | ~2,000 SKUs |
| Convenience | Snacks, beverages, ready-to-eat meals | ~1,500 SKUs |
Note: Third-party FBA products are not currently included in Amazon Now. Only Amazon-owned inventory from micro-fulfillment centers qualifies for 30-minute delivery.
When customers experience 30-minute delivery, their tolerance for 2-day or even same-day shipping decreases. This applies psychological pressure across all Amazon categories, not just groceries.
Sellers may need to consider multi-location inventory strategies. Positioning inventory in key metro areas (Seattle, Philadelphia initially) could provide competitive advantage as Amazon Now expands.
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