Amazon takes further aim at the grocery market with expanded 30-minute delivery

Now arriving: an Amazon order at your doorstep in the time it takes to watch a "Cheers" rerun. The e-commerce giant has expanded the reach of its ultra-fast service delivery service Amazon Now, which brings thousands of grocery, household essentials and other items tailored for local markets to customers in about 30 minutes or less. The service is now live in cities including Atlanta, the Dallas Fort-Worth area, Philadelphia, and Seattle. It plans to expand to dozens more including Austin, Houston, Phoenix, and Denver, reaching tens of millions of customers by the end of the year. Amazon Now caters to items that "customers need urgently," according to the company, including fresh produce like vegetables, eggs, and dairy, as well as daily personal care, and electronics. The service carries a $3.99 fee for Prime members, or $13.99 for non-members, plus additional fees for orders under $15. Amazon Prime costs $14.99 per month, or $139 annually. To make 30-minute delivery feasible, Amazon uses smaller fulfillment centers strategically located close to where customers live. The expansion builds on Amazon's efforts to reduce delivery times and increase convenience for shoppers, particularly for commonly purchased grocery items — all with the goal of making a Prime membership indispensable and reinforcing the "flywheel" that investors love. In mid-March, Amazon announced one- and three-hour delivery in certain U.S. …