(CNN) - The holiday shopping season is in full swing, and now, Amazon has announced a new ultra-fast delivery option for certain customers.

The retail giant is testing the new feature, called Amazon Now, in Seattle and Philadelphia.

The company said it will deliver essential household items and groceries in 30 minutes or less.

The delivery fee starts at about $4 for Prime members and $14 for non-Prime customers.

Amazon said it uses smaller facilities strategically designed for efficient order fulfillment.

Amazon did not offer a timeline for expanding the new service to wider markets.

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