Amazon has taken a new step that redefines delivery speed in the United States. By introducing 1-hour and 3-hour delivery options across many markets, including major metropolitan areas such as Los Angeles and Chicago, the company has taken its competition with Walmart in fast delivery to a new stage.
According to information shared by Amazon, the new model was built on top of its same-day delivery infrastructure. Under the new service, customers can order more than 90,000 products, ranging from daily essentials to electronics, in a much shorter time. Amazon states that 1-hour delivery is available in hundreds of cities and towns, while the 3-hour delivery option is accessible in more than 2,000 locations.
Fast Delivery Is Now a New Growth Tool
For Amazon, this move is not only about logistics, but also a commercial strategy aimed at increasing basket size and shopping frequency. The company had previously launched a model called “Amazon Now” in certain parts of Seattle and Philadelphia, offering grocery and everyday essentials delivery in 30 minutes or less.
A New Operational Order Has Been Established
In order to manage these short delivery windows, the company created dedicated workstations within its existing same-day delivery centers. Yellow labels began to be used for the rapid sorting of packages, and on-site signage was also updated to guide delivery partners. Amazon also launched a new “get it fast” page to help users find eligible products more easily.
Prime Has an Advantage, but It Is Not Free
The new fast delivery model is offered for an additional fee. Prime members pay $9.99 for 1-hour fast delivery and $4.99 for 3-hour delivery. For customers without a Prime membership, the fees stand at $19.99 and $14.99, respectively. This shows that while Amazon is strongly playing the speed card, it is also trying to preserve profitability.
Walmart Pressure Was the Decisive Factor
Amazon’s timing is not a coincidence. According to the AP, Walmart says it can provide same-day fast delivery in under 3 hours to approximately 95 percent of the U.S. population. The company is also expanding its drone delivery network. This picture shows that in U.S. retail, competition measured in minutes for delivery has now been added to price competition.
A New Era in Retail: The Cost of Speed
The latest development reveals that customer expectations in e-commerce have now reached the point of delivery not only “the next day,” but “the same day or even within a few hours.” However, the expansion of this model will also bring new debates, including logistics costs, the burden of urban operations, and pressure on small retailers. Amazon’s latest move clearly shows that in U.S. retail, speed is no longer a privilege, but has become an area of strategic competition.