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Investing.com -- Amazon (NASDAQ:AMZN) has launched a new ultrafast delivery service called "Amazon Now" that delivers groceries and daily essentials in approximately 30 minutes or less.
The service is currently available in parts of Seattle, Washington, and Philadelphia, Pennsylvania, according to a company announcement.
Amazon Now offers thousands of household essential items and groceries, including milk, eggs, fresh produce, toothpaste, cosmetics, pet treats, diapers, paper products, electronics, seasonal items, over-the-counter medicines, and snacks.
Prime members receive discounted delivery fees starting at $3.99 per order, compared to $13.99 for non-Prime customers. A small basket fee of $1.99 applies to orders below $15.
The service is accessible through the Amazon shopping app and website for customers in eligible areas. Users can check for the "30-Minute Delivery" option in the navigation bar to determine service availability in their location. Customers can track their orders and have the option to tip their drivers.
To enable the rapid delivery times, Amazon is utilizing specialized smaller facilities designed for efficient order fulfillment, strategically placed close to where customers live and work in the Seattle and Philadelphia areas.
The company has been recruiting warehouse staff for what it describes as "Amazon’s fastest delivery operation," according to job postings, and has advertised driver shifts for this new delivery service operating from its fulfillment centers.
Amazon has also approached major consumer packaged goods brands requesting lists of products suitable for the service, according to a report Monday from The Information, citing a person familiar with the discussions.