Amazon on Tuesday unveiled a new 30-minute delivery service called “Amazon Now,” rolling out across dozens of cities in the United States.

The ultra-fast option lets customers order from “thousands” of products, according to Amazon, including fresh groceries, everyday household essentials, and other locally tailored items.

launch, Amazon Now will be broadly available in Atlanta, Dallas–Fort Worth, Philadelphia, and Seattle, with expansion already underway in cities including Austin, Denver, Houston, Minneapolis, Orlando, Oklahoma City, and Phoenix

By the end of the year, Amazon expects to extend the service to tens of millions of customers across these and additional cities as it continues its nationwide rollout.

Eligible products will be marked with “30-minute delivery” labels in the Amazon app and on its website, and Amazon Now options will also appear as customers browse.

Amazon first tested 30-minute deliveries in Seattle and Philadelphia in December, placing it in direct competition with fast-delivery services such as DoorDash, Uber Eats, and Instacart.

Amazon Now deliveries are not free, but Prime members pay less, with a $3.99 fee per order compared to $13.99 for non-Prime users.

For smaller orders under $15, an additional fee applies: $1.99 for Prime members and $3.99 for non-members.