There are concerns about how wider ultra-fast delivery could affect local businesses as options expand.

Amazon is rolling out ultra-fast delivery with one-hour service in hundreds of US cities and three-hour service in more than 2,000 areas, covering over 90,000 products eligible for these delivery windows.

One-hour delivery will expand to additional markets, including Chicago and Washington, D.C., with further growth expected in the coming months.

New search filters and product tags will highlight items eligible for faster delivery to help customers find qualifying items more easily.

The move follows Amazon’s February stock dip after missing Wall Street revenue expectations for Q4, even as revenue rose 14% year over year, and the company signals ongoing focus on speed, efficiency, and expansion.

Industry context shows competition from retailers like Walmart pursuing faster shipping options to keep pace with Amazon.

Leadership emphasizes a logistics strategy centered on near-customer same-day hubs and rapid preparation within 15 minutes, aided by warehouse robotics, to enable swift delivery.

The story builds on previous quick-delivery efforts, including 30-minute tests, robot-enabled fulfillment, and rural delivery expansion.

Prime members currently enjoy free same-day delivery in certain metros, and faster delivery is aimed at saving time and increasing value for Prime members.

Udit Madan, SVP of Worldwide Operations, notes the initiative leverages existing same-day networks and stresses time savings and Prime value.

Amazon has tested 30-minute deliveries in the past and is shifting toward faster delivery via robotics and smaller, local fulfillment centers, including in rural areas.

The initiative comes amid competition from Target, Walmart, DoorDash, and Uber, with ongoing AI investments and planned capital expenditures around $200 billion for the year.