Overview
- Amazon Now is live in select neighborhoods, with eligible shoppers seeing a “30-Minute Delivery” option in the Amazon app and on the website.
- Prime members pay delivery fees starting at $3.99 per order versus $13.99 for non-Prime customers, with a $1.99 small-basket fee for orders under $15.
- The pilot focuses on thousands of items such as milk, eggs, fresh produce, over-the-counter medicines, electronics, cosmetics, diapers and pet treats.
- Orders are fulfilled from smaller, strategically located facilities near dense areas, with real-time order tracking and an option to tip drivers.
- Amazon has not confirmed expansion beyond the initial markets, though some outlets report Fort Worth as a potential next test city; Instacart shares fell and DoorDash edged lower following the announcement.