Seattle-based Amazon.com Inc. is rolling out a delivery service to provide thousands of fresh groceries, everyday household essentials, and locally relevant items in about 30 minutes or less.

Called Amazon Now, the service is widely available in Atlanta, Dallas-Fort Worth, Philadelphia, and Seattle, and is expanding in dozens more cities including Austin, Houston, Minneapolis, Orlando, Phoenix, Denver, and Oklahoma City, the company announced today in a news release. Amazon plans to expand the service to tens of millions of customers in these and other cities by the end of the year. Customers can see if Amazon Now is available in their area and shop the Amazon Now store by visiting here.

“Amazon Now is for when you need or want the convenience of getting your Amazon order delivered in 30 minutes or less,” Udit Madan, senior vice president of Amazon Worldwide Operations, said in the release.

Madam also noted that the service complements Amazon’s existing fast-delivery offerings, including one- and three-hour delivery on more than 90,000 products and same-day delivery on millions of others.

Where Amazon Now is available, customers will see a “30-Minute Delivery” option in the banner on the Amazon app or homepage, and see Amazon Now offers. Prime members pay a delivery fee of $3.99 per order; customers without a Prime membership pay $13.99. For orders of less than $15, an additional order fee of $1.99 is applied for Prime members and $3.99 for customers without Prime. In most areas where it’s available, Amazon Now serves customers 24 hours a day.

Prime offers U.S. members free shipping on more than 300 million items, tens of millions of which can be delivered the same or next day, and members saved an average of $550 on fast, free delivery in the U.S. last year, the company said.