Amazon launches "Amazon Now," a service that delivers products within 30 minutes of ordering

Amazon has launched Amazon Now, a 30-minute delivery service for Prime members in select U.S. cities.

The service covers groceries and everyday essentials, with availability currently in Atlanta, Dallas-Fort Worth, Philadelphia, and Seattle.

Amazon plans to expand the offering to more U.S. cities, while charging delivery fees and small-order fees in some cases.

Alcohol delivery is also supported in certain areas, pushing Amazon further into ultra-fast retail delivery.