Amazon launches Amazon Now, a 30-minute delivery service for groceries and essentials across dozens of major U.S. cities.

Amazon.com has rolled out Amazon Now to millions of U.S. customers across dozens of major cities, offering 30-minute delivery for groceries and essentials backed by an expanding fulfillment network.

The service depends on dense local inventory, demand forecasting, and routing systems designed to prioritize speed while maintaining unit economics—a model that must balance high-margin items, advertising, and subscription value against labor and transport costs.

The launch adds to existing investor concerns about capital intensity and fulfillment costs, since maintaining 30-minute delivery coverage requires extra facilities, labor, and technology that may pressure profitability if adoption or order values are weaker than expected.