Amazon Now is expanding to include Austin, Denver, Houston, Minneapolis, Orlando, Oklahoma City, and Phoenix. At launch, it will be broadly accessible in Atlanta, Dallas-Fort Worth, Philadelphia, and Seattle. As the rollout continues throughout the United States, Amazon anticipates reaching tens of millions of users in these and other locations by year’s end. The Amazon app and website will display “30-minute delivery” banners for qualifying purchases. Customers will see Amazon Now deals while they shop. In December, Amazon started testing 30-minute delivery in Seattle and Philadelphia. This move put the company up against other fast-delivery services like DoorDash, Uber Eats, and Instacart. The service competes on price as well as speed. Prime customers save money even if Amazon Now deliveries are not free because they only pay $3.99 per order, as opposed to $13.99 for non-Prime members. Orders under $15.00 are subject to an extra minor order fee of $1.99 for Prime members and $3.99 for non-members. Compared to competitors that charge variable delivery rates along with service fees, expected tips from customers, and occasionally even price markups per item, that is a more transparent fee structure that frequently ends up being less expensive for Prime members.







