Amazon just cranked up the speed on online shopping with the launch of Amazon Now , a new service designed to drop off essentials in about 30 minutes. It quietly flipped the switch in parts of Seattle and Philadelphia, marking its boldest move yet into the instant-delivery game.

We’re talking thousands of items – milk, eggs, chargers, cold medicine – delivered almost instantly. Prime members get a break with fees starting at $3.99, but if you aren’t a member, you’re looking at a steep $13.99 delivery charge. Plus, there is a small fee of $1.99 if your order is under $15. Recommended Videos

To pull this off, Amazon didn’t just speed up its vans; it built entirely new, smaller warehouses right near neighborhoods. It’s a whole new layer of speed on top of its usual massive network.

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