Amazon has rolled out its 30-minute delivery service to four major U.S. cities: Atlanta, Dallas-Fort Worth, Philadelphia and Seattle, marking a strategic push into ultra-fast commerce to challenge Target and Walmart. The move leverages its dense last-mile network to offer groceries and household essentials in under half an hour.

Prime members access the service for $3.99 per order while non-Prime customers are charged $13.99, reflecting the premium cost of instant delivery. Amazon plans to extend the service to Austin, Houston, Minneapolis, Orlando, Phoenix, Denver and Oklahoma City in the coming months.

The expanded Amazon Now service intensifies competitive pressure on Target’s same-day fulfillment and fee structure, potentially forcing Target to adjust its delivery pricing or accelerate its own delivery guarantees. Target may respond by enhancing loyalty incentives or investing further in its supply-chain infrastructure to defend market share.