Key Highlights
- Amazon expands express delivery with 1-hour service in hundreds of cities and 3-hour options in more than 2,000 locations nationwide
- More than 90,000 items qualify for rapid delivery, spanning groceries, health products, and consumer electronics
- Pricing set at $9.99 for 1-hour and $4.99 for 3-hour service for Prime subscribers; higher rates for non-members
- Infrastructure leverages Amazon’s established Same-Day Delivery network
- Company experiments with even faster 30-minute delivery through “Amazon Now” pilot program in selected markets
Shares of Amazon (AMZN) climbed 0.99% on Tuesday following the e-commerce giant’s announcement of new ultra-fast delivery services rolling out nationwide.
The announcement came on March 17, 2026, marking another milestone in Amazon’s ongoing mission to accelerate delivery speeds for its customer base.
The 3-hour delivery option has expanded to more than 2,000 cities and towns throughout the United States. Meanwhile, the 1-hour service has reached hundreds of these communities.
Customers can now access over 90,000 items through this expedited service. The product catalog encompasses everyday essentials like food items, health and wellness products, household cleaners, 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 option. Non-Prime customers face higher fees of $19.99 and $14.99 for the respective services.
The tech giant is utilizing its established Same-Day Delivery infrastructure to support this new offering. Enhanced shopping features include dedicated search filters labeled “in 1 hour” and “in 3 hours,” plus a specialized storefront page in participating regions. Customers can also access these options through Amazon’s getitfast portal.
“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 originally introduced complimentary two-day shipping with Prime membership in 2005. The company elevated same-day delivery to standard status in 2019 following massive investments in its logistics infrastructure.
Evolution of Rapid Delivery Initiatives
This launch represents the latest chapter in Amazon’s ongoing experimentation with expedited delivery services. The retailer discontinued its separate Prime Now application in 2021. A subsequent initiative in 2024 involving rapid fulfillment from physical retail partners also ended.
While some previous ventures haven’t achieved long-term success, Amazon continues to innovate in this space.
Currently, the company is testing “Amazon Now,” offering 30-minute delivery for household basics and fresh produce. This pilot operates in Seattle and Philadelphia domestically, with international trials underway in the UAE, India, Brazil, and Mexico.
Amazon continues developing its drone delivery program, which launched over ten years ago with limited testing before gradually expanding to additional metropolitan areas.
Market Competition Intensifies
This expansion occurs amid heightened competition in rapid delivery. Walmart claims it can serve 95% of U.S. households within three hours, capitalizing on its extensive brick-and-mortar footprint.
On-demand delivery services including Instacart, DoorDash, and Uber Eats continue expanding their retail partnerships, offering delivery within hours from numerous merchants.
According to Amazon, the 1-hour and 3-hour delivery services began with limited testing toward the end of last year, with plans for broader geographic expansion in upcoming months.
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