INSEAD-Day

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Amazon tests ‘ultra-fast’ deliveries in two US cities

In this photo illustration, Amazon logo is displayed on a mobile phone screen in Ankara, Turkiye on November 12, 2025. AFP
  • Amazon is piloting its new “Amazon Now” feature in select neighbourhoods, offering items ranging from groceries to electronics
  • Delivery fees for the ultra-fast service start at $3.99 for Prime members and $13.99 for non-members

San Francisco, United StatesAmazon on Monday began testing “ultra-fast” deliveries in two US cities, giving some shoppers the option of having groceries or household essentials at their doors within 30 minutes.

An “Amazon Now” feature built into the e-commerce giant’s app let shoppers in parts of Seattle, Washington, and Philadelphia, Pennsylvania, select items such as milk, eggs, fresh produce, medicine and consumer electronics for quick delivery.

“Thousands of everyday household essentials and fresh grocery items can now arrive at customers’ doorsteps in minutes,” Amazon said in an online post.

Delivery fees start at $3.99 for Amazon Prime members and $13.99 for shoppers who do not subscribe to the service.