Amazon, famous for its rapid delivery, has expedited its service for certain products in selected cities. On Tuesday, Amazon introduced Amazon Now, a service that guarantees delivery within 30 minutes. At present, it is accessible in Seattle, Atlanta, Philadelphia, and Dallas-Fort Worth, with intentions to extend to additional cities such as Minneapolis, Orlando, and Phoenix by the end of the year.

“Amazon Now is intended for when you require or desire the ease of having your Amazon order delivered in 30 minutes or fewer,” stated Amazon executive Udit Madan. “With thousands of products ready for ultra-fast delivery, you can receive everything from dinner groceries, to AirPods before a journey, to essential household items like laundry detergent or toothpaste delivered straight to your doorway.”

Amazon Now concentrates on immediate needs, providing items such as produce, dairy, eggs, baby products, and alcohol where permissible. The service runs 24/7 in most locations. While a Prime membership is not mandatory, Prime members enjoy a delivery fee of $3.99, in contrast to $13.99 for non-members.

Following successful tests in Seattle and Philadelphia last year, Amazon identified sufficient success to broaden the service. It remains uncertain how rivals like Instacart will respond.