The news: Amazon is expanding its delivery lineup with new 1-hour and 3-hour options for more than 90,000 items, including household essentials, health and beauty products, over-the-counter medications, and select electronics, toys, and home goods. The retailer likely plans to add perishables later this year.

Customers will see “in 1 hour” or “in 3 hours” labels on eligible products within the standard same-day shopping experience, along with search filters and a dedicated storefront highlighting items available for ultrafast delivery.

• The one-hour option is live in hundreds of US cities and towns and costs $9.99 for Prime members and $19.99 for non-Prime members.
• The three-hour option is available in more than 2,000 locations and costs $4.99 for Prime members and $14.99 for non-Prime members.

Why it matters: Amazon is positioning these faster speeds as premium layers on top of its existing same-day offering. Standard same-day delivery remains free for Prime members on qualifying orders.

The strategy is to create a “choose-your-own-adventure” approach to shipping. A shopper who forgets a key baking ingredient can pay for 1-hour delivery. Someone who remembers a birthday party the morning of the event can opt for 3-hour delivery. Others who are more flexible can stick with free same-day or overnight shipping, or even choose Amazon Day delivery to consolidate their orders.

At the same time, Amazon is experimenting with even faster fulfillment models. In select markets, the company is testing Amazon Now, a service offering delivery in 30 minutes or less for thousands of everyday essentials and perishable grocery items.

There is clear demand for that flexibility. Some 64% of US adults say they are willing to pay $7 to $9 extra for super-fast or scheduled delivery on a $40 to $60 order, according to Metapack and Retail Economics. And the appetite for those types of offerings is growing. Walmart recently said usage of its ultrafast delivery service, which promises delivery in 3 hours or less, rose more than 60% YoY last year.

Implications for retailers: Amazon and Walmart are raising the bar on delivery speed, increasing pressure on other merchants to keep up—either through their own logistics networks or via intermediaries like Instacart, Uber, and DoorDash.

While that pressure is real, so is the upside. Faster, more predictable delivery can unlock demand, particularly in everyday and replenishment categories. Shoppers are far more likely to order staples like paper towels, diapers, or cold medicine online if they trust the items will arrive before they run out.

In that sense, ultrafast delivery isn’t just a premium add-on. It’s a competitive lever that can drive higher conversion rates, increase purchase frequency, and deepen customer loyalty for retailers that reliably meet their promises.