Amazon is cranking delivery speeds up yet again, rolling out new 1-hour and 3-hour delivery windows for tens of thousands of everyday products in the U.S. The idea is simple: turn Amazon into the place you tap when you suddenly realize you’re out of detergent, need snacks for an unplanned get-together, or forgot a birthday gift—without having to step out to a supercenter.

The new “get it fast” options cover more than 90,000 items, including pantry staples, cleaning supplies, health and beauty products, over-the-counter medicines, plus popular picks like electronics, toys, clothing, and home and garden gear. These items show up as part of the usual Same-Day shopping flow, but with new tags and filters like “in 1 hour” or “in 3 hours,” along with a dedicated storefront at amazon.com/getitfast so you can shop only what’s eligible in your area.

Coverage is already fairly broad and growing. The 1-hour option is live in “hundreds” of cities and towns, including big metros such as Los Angeles, Chicago, Oklahoma City, Nashville, Houston, and Washington, D.C., plus smaller cities like Des Moines (Iowa), Boise (Idaho), and American Fork (Utah). The 3-hour option goes wider, reaching over 2,000 cities and towns, including suburbs like Cornwall (Pennsylvania), Harrah (Oklahoma), and Arabi (Louisiana), with Amazon saying more locations are on the roadmap in the coming months.

Pricing is where Prime members get a bit of an edge. If you’re a Prime subscriber, 1-hour delivery carries a fee of $9.99, while 3-hour delivery costs $4.99—on top of the standard, free Same-Day option that still exists for qualifying orders. Non-Prime customers can still tap into the new speeds, but they’ll pay $19.99 dollars for a 1-hour and $14.99 for a 3-hour delivery, which clearly nudges frequent shoppers toward Prime.

Behind the scenes, this isn’t a brand-new network—it’s Amazon squeezing more from its Same-Day infrastructure. Same-Day sites already act as mini hubs where items are stored, picked, packed, and dispatched from under one roof, and Amazon is layering predictive AI inventory placement on top so it can move the right products closer to where demand is spiking. That setup lets the company shave off precious minutes from each step of the process while still claiming to maintain its safety standards in warehouses and last-mile delivery.

Strategically, this is Amazon doubling down on speed as a competitive moat. Prime already includes two-day shipping, Next-Day, and Same-Day on millions of products in over 9,000 U.S. cities and towns, and this move pushes delivery speeds into the “instant gratification” zone that local stores traditionally owned. Amazon is also experimenting with “Amazon Now,” a separate pilot in select locations that aims for roughly 30-minute delivery on everyday essentials and perishable groceries, hinting at an even more aggressive future where waiting a full day for a package might start to feel slow.

For customers, the value proposition is convenience with a price tag. If you routinely run last-minute errands or rely on gig apps for quick top-ups, paying a few dollars to get household essentials in an hour could replace that late-night trip to the supermarket. For Amazon, every extra notch of speed makes Prime stickier—and raises the bar for retailers trying to keep up with the new “order now, use in an hour” expectation.