Amazon has announced an expansion of its 30-minute grocery delivery service as the e-commerce giant continues to compete more aggressively in the grocery market.

The enhanced delivery service represents Amazon's latest effort to capture market share in the competitive grocery sector, where speed and convenience have become key differentiators for consumers.

The expansion builds on Amazon's existing grocery delivery infrastructure and comes as the company faces increased competition from traditional retailers and other delivery services that have accelerated their own rapid delivery offerings.

Amazon's grocery operations include its Fresh delivery service and Whole Foods Market, which the company acquired in 2017. The 30-minute delivery option is expected to be available in select markets initially.