Amazon unveils one-hour delivery service Prime Now

In case two-day or even overnight shipping isn't enough, Amazon is launching a new service that will deliver ordered items as quickly as one hour.

The service, Prime Now, features an app that lets customers order specific goods, then have them delivered to their location in hours. Two-hour delivery free, but customers can spend an extra $7.99 to have orders delivered in an hour.

The app will be available in select areas of Manhattan starting today, with a larger rollout planned next year. An Amazon Prime subscription is required to use the app on iOS or Android devices. Prime Now is available seven days a week, from 6 a.m. to midnight.

"There are times when you can't make it to the store and other times when you simply don't want to go," says Dave Clark, Amazon's senior vice president of worldwide operations, in a statement.

Prime Now is the latest effort by Amazon to boost the value of its Prime subscription. In March, Amazon hiked the price of a Prime subscription from $79 to $99 a year. Perks include free two-day shipping on select items, access to Amazon's Instant Video, unlimited music streaming and access to the Kindle Owner's Lending Library.

Recently, the company launched a premium product line -- Amazon Elements -- that's exclusive to Prime subscribers.

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