Key Highlights
- The retail giant has introduced 1-hour delivery in hundreds of cities and 3-hour delivery in more than 2,000 locations nationwide
- Customers can choose from over 90,000 items, ranging from groceries and pharmaceuticals to electronics
- Pricing for Prime subscribers is $9.99 for 1-hour service and $4.99 for 3-hour delivery; higher rates apply for non-members
- Amazon leverages its Same-Day Delivery infrastructure to power the new offering
- A trial program called “Amazon Now” is testing 30-minute delivery in limited markets
Shares of Amazon (AMZN) climbed 0.99% during Tuesday’s trading session following the company’s announcement of new ultrafast delivery services across numerous U.S. markets.
The e-commerce giant revealed the expansion on March 17, 2026, marking another significant milestone in its ongoing effort to reduce delivery times.
The 3-hour delivery option has been activated across more than 2,000 cities and towns nationwide. Meanwhile, 1-hour delivery is currently accessible in hundreds of these markets.
The service covers more than 90,000 different items spanning multiple categories. Eligible products include food staples, non-prescription medicines, household cleaning products, apparel, and children’s toys.
For Prime subscribers, the cost structure includes $9.99 for 1-hour delivery and $4.99 for the 3-hour alternative. Non-Prime customers will face steeper fees of $19.99 and $14.99 for the respective services.
The company is utilizing its established Same-Day Delivery infrastructure to support these new offerings. Amazon has introduced specialized search filters labeled “in 1 hour” and “in 3 hours,” plus a dedicated storefront section in eligible regions. Customers can also access these options through Amazon’s getitfast website.
“Our customers are busier than ever and are looking for new ways to save time while keeping their households running,” said Udit Madan, Amazon’s Senior Vice President of Worldwide Operations.
Madan added: “We’re excited to say that two decades after Prime launched, we’re still innovating to make delivery even faster, while maintaining the same everyday low prices and vast selection Amazon is known for.”
Amazon initially introduced complimentary two-day shipping with Prime membership in 2005. The company transitioned to same-day delivery as its standard offering in 2019 following massive investments in its logistics network.
Previous Fast Delivery Initiatives
Amazon has experimented with ultrafast delivery services before. The standalone Prime Now app was discontinued in 2021. A partnership program enabling rapid delivery from physical retail stores and shopping centers was terminated in 2024.
While some initiatives haven’t proven sustainable, the company remains committed to delivery innovation.
Currently, Amazon is testing “Amazon Now,” a service promising 30-minute delivery for household essentials and fresh produce. This pilot program operates in Seattle and Philadelphia domestically, with additional trials in international locations including the UAE, India, Brazil, and Mexico.
Amazon has invested more than ten years developing drone delivery technology, beginning with two limited test regions before broadening to additional U.S. cities.
Industry Competition
This expansion occurs amid intensifying competition in fast delivery. Walmart claims it can deliver to 95% of U.S. homes within three hours, utilizing its extensive physical store footprint.
Rapid delivery services such as Instacart, DoorDash, and Uber Eats are also providing quick delivery from an expanding array of retail partners within similar timeframes.
According to Amazon, the 1-hour and 3-hour delivery options launched as limited pilots toward the end of last year, with plans to broaden availability to additional regions throughout the coming months.
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