Amazon is once again redefining speed in online shopping, rolling out new 1-hour and 3-hour delivery options across the United States in a major push to dominate the ultra-fast delivery market.

The new service allows customers to receive over 90,000 products, including household essentials, electronics, health items, and toys, within just hours of ordering.

While the 3-hour delivery option is already available in more than 2,000 cities and towns, the even faster 1-hour delivery is currently being offered in hundreds of locations, primarily in major metro areas.

Amazon has also introduced a dedicated “fast delivery” browsing experience, allowing customers to filter for items that can arrive within these ultra-tight windows, making impulse purchases even easier.

But speed will come at a cost.

Prime members can access the service for $9.99 for 1-hour delivery and $4.99 for 3-hour delivery, while non-members face significantly higher fees, like numbers that go up to $19.99 and $14.99, respectively.

Amazon says the move is part of its broader strategy to “make customers’ lives a little easier,” leveraging its massive logistics network and local fulfillment hubs to get products closer to shoppers faster than ever before.

The rollout also marks a direct escalation in the ongoing delivery war with competitors like Walmart, Target, and Instacart, all racing to meet growing consumer expectations for near-instant gratification.

At the same time, the company is continuing to experiment with even faster options, including 30-minute delivery trials in select cities, signaling that this may only be the beginning of a new project designed to get products to customers at lightning speed.