What to know about Amazon Now, new 'ultra-fast' 30 minute delivery

Amazon delivery could soon arrive faster than it takes for a pizza to arrive at your doorstep with the company's new pilot program, Amazon Now.

The newly launched program, billed as "an ultra-fast delivery offering," is initially rolling out for customers in parts of Seattle and Philadelphia, where orders arrive in about 30 minutes or less. 

Orders can include thousands of everyday household essentials like diapers, pet food, cosmetics and fresh groceries.

While there is an extra charge, Prime members get discounted delivery fees starting at $3.99 per order vs. $13.99 for non-Prime customers. 

A small basket fee of $1.99 will apply to orders below $15.

The move comes as Amazon faces competition from rival companies offering similar services, like Uber Eats and Instacart.

While the latter options go to surrounding shops to fulfill an order, Amazon pulls products from smaller facilities close to where Seattle-based and Philadelphia-based customers live and work.

Thousands of everyday household essentials and fresh grocery items can now arrive at customers' doorsteps in minutes.

Amazon Now is part of the Amazon shopping app and website for customers shopping in eligible areas.

Look for the "30-Minute Delivery" option in the navigation bar to see if the service is available in your area.