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Amazon brings one-hour delivery to New York City with Prime Now

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Service rolls out in select areas of Manhattan today, with other cities coming in 2015

Amazon today announced a new service called Prime Now, which promises one-hour delivery for a range of "daily essentials." The service is available for Amazon Prime subscribers, and launches today in select areas of Manhattan. The company says it plans to introduce Prime Now to additional cities in 2015.

Two-hour delivery will be free

With Prime Now, Amazon customers can have books, toys, and everyday items like shampoo and paper towels delivered to their homes within one hour for $7.99. Two-hour delivery is free. The service will be available from 6 AM to midnight, seven days a week, with Amazon's new Manhattan facility serving as its hub.

Prime Now is similar to older services like Kozmo.com and Urbanfetch, both of which offered one-hour delivery in New York and other major cities. Earlier this year, Google expanded its Shopping Express same-day delivery service to New York and Los Angeles, as part of its ongoing bid to compete with Amazon Prime. It's not yet clear which cities will be next for Prime Now, but Amazon says it will notify users through the Prime app when it arrives in their area.