Even though online shopping is very convenient the downside as opposed to walking into a brick and mortar retail store is that customers have to wait for their goods to arrive. Sometimes that may take upto two days whereas one can simply walk out of a store with their product. Amazon has tried to fill this gap by launching a same day delivery service, which was actually introduced back in 2009 but only covers about a dozen cities up till now. Today the service has been expanded to Dallas and San Francisco.

Amazon users in Los Angeles, New York, Phoenix, Philadelphia, Seattle and a handful of other cities already the same day delivery service. There’s a flat $5.99 per order charge for Amazon Prime members whereas other customers have to pay $9.98 for the first item and 99 cents for each additional item if they want to get it delivered the same day.

In a few cities, including Phoenix and San Francisco, the company lets customers place orders as late as 12:15 p.m. for same day delivery, items are delivered by 9 p.m. When customers in these cities shop through the website they will be also be able to apply a “Get it Today” search filter to determine which products qualify for same day delivery.

Amazon says that this search filter will soon be rolled out for all dozen cities where it currently offers this service. A recent report suggests that the company is also looking to start its own delivery service, which would not only help improve its same day offering, but would also end its reliance on UPS and FedEx.

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