Artemis II makes historic call to space station with help from Houston Mission Control

History in the making

Artemis II is a history-making mission to the moon. Photo by NASA / Getty Images

Still aglow from their triumphant lunar flyby, the Artemis II astronauts made more history Tuesday, April 7: calling their friends aboard the International Space Station hundreds of thousands of miles away as they headed home from the moon.

It was the first moonship-to-spaceship radio linkup ever. NASA's Apollo crews had no off-the-planet company back in the 1960s and 1970s, the last time humanity set sail for deep space.

"We have been waiting for this like you can’t imagine,” Artemis II commander Reid Wiseman called out.

For Christina Koch on Artemis II and Jessica Meir aboard the space station, it marked a joyous space reunion despite being 230,000 miles (370,000 kilometers) apart. The two teamed up for the world's first all-female spacewalk in 2019 outside the orbiting lab.

Koch told her “astro-sister” that she'd hoped to meet up with her again in space “but I never thought it would be like this — it's amazing.”

“I'm so happy that we are back in space together,” Meir replied, “even if we are a few miles apart.”

Houston's Mission Control arranged the cosmic chitchat between the four lunar travelers and the space station's three NASA and one French residents.

Koch described being awe-struck by not just the beauty of Earth, “but how much blackness there was around it.”

“It just made it even more special. It truly emphasized how alike we are, how the same thing keeps every single person on planet Earth alive,” she told the space station crew. “The specialness and preciousness of that really is emphasized” when viewing the home planet from the moon.

By late Tuesday afternoon, the Artemis II astronauts had beamed back more than 50 gigabytes' worth of pictures and other data from the previous day's lunar rendezvous, which set a new distance record for humanity. The highlight: an Earthset photo reminiscent of Apollo 8's Earthrise shot from 1968.

"While they are inspirational and, I think, allow all of us to really feel a little bit of what they were feeling, there's also a lot of science hidden inside of those images," said Mission Control's lead lunar scientist Kelsey Young. “The conversations and the science lessons learned are just beginning."

During a debriefing with Young, the astronauts recounted how they spotted a cascade of pinpricks of light on the lunar surface from impacting cosmic debris. The flashes lasted mere milliseconds and coincided by chance with Monday evening's total solar eclipse.

Young said it was too soon to know whether the crew witnessed an actual meteor shower or more random, run-of-the-mill micrometeoroid hits. Either way, there were “audible screams of delight” in the science operations center, she said.

Koch described being awe-struck by not just the beauty of Earth, “but how much blackness there was around it.”

“It just made it even more special. It truly emphasized how alike we are, how the same thing keeps every single person on planet Earth alive,” she told the space station crew. “The specialness and preciousness of that really is emphasized” when viewing the home planet from the moon.

The first lunar explorers since Apollo 17 in 1972, Wiseman and his crew are aiming for a splashdown off the San Diego coast on Friday to wrap up the nearly 10-day test flight. The recovery ship USS John P. Murtha left port Tuesday for the target zone.

It sets the stage for next year's Artemis III, a lunar lander docking demo in orbit around Earth. Artemis IV will follow in 2028 with two astronauts attempting to land near the lunar south pole.

As for the Orion capsule’s pesky potty, Mission Control assured the astronauts that no maintenance was required Tuesday. The toilet has been on-and-off limits to the crew ever since last week’s launch, prompting them to rely on a backup bag-and-funnel system for urinating.

NASA Administrator Jared Isaacman told the crew following the lunar flyby Monday night: “We definitely have to fix some of the plumbing” ahead of the next Artemis mission. Engineers suspect a clogged filter in the overboard flushing system.

Aside from the toilet and other relatively minor matters, the mission has gone well, Isaacman noted at a news conference Tuesday, “but I'll breathe easier when we get through reentry and everybody's under chutes and in the water.”

Commander Reid Wiseman of the Artemis II mission. Photo courtesy of NASA

NASA revamps Artemis moon landing program by modeling it after Apollo

To the moon

NASA is revamping its Artemis moon exploration program to make it more like the fast-paced Apollo program half a century ago, adding an extra practice flight before attempting a high-risk lunar landing with a crew in two years.

The overhaul in the flight lineup came just days after NASA’s new moon rocket returned to its hangar for more repairs, and a safety panel warned the space agency to scale back its overly ambitious goals for humanity’s first lunar landing since 1972.

Artemis II, a lunar fly-around by four astronauts, is off until at least April because of rocket problems.

The follow-up mission, Artemis III, had been targeting a landing near the moon’s south pole by another pair of astronauts in about three years. But with long gaps between flights and concern growing over the readiness of a lunar lander and moonwalking suits, NASA’s new administrator Jared Isaacman announced that mission would instead focus on launching a lunar lander into orbit around Earth in 2027 for docking practice by astronauts flying in an Orion capsule.

The new plan calls for a moon landing — potentially even two moon landings — by astronauts in 2028.

“Everybody agrees. This is the only way forward,” Isaacman said.

The hydrogen fuel leaks and helium flow problems that struck the Space Launch System rocket on the pad at NASA's Kennedy Space Center in February also plagued the first Artemis test flight without a crew in 2022.

Another three-year gap was looming between Artemis II and the moon landing by astronauts as originally envisioned, Isaacman said.

Isaacman stressed that “it should be incredibly obvious” that three years between flights is unacceptable. He'd like to get it down to one year or even less.

Isaacman, a tech billionaire who bought his own trips to orbit and performed the world’s first private spacewalk, took the helm at NASA in December.

During NASA’s storied Apollo program, he said, astronauts’ first flight to the moon was followed by two more missions before Neil Armstrong and Buzz Aldrin landed on the moon. What's more, he added, the Apollo moonshots followed one another in quick succession, just as the earlier Projects Mercury and Gemini had rapid flight rates, sometimes coming just a few months apart.

Twenty-four Apollo astronauts flew to the moon from 1968 through 1972, with 12 of them landing.

“No one at NASA forgot their history books. They knew how to do this," Isaacman said. “Now we're putting it in action.”

To pick up the pace and reduce risk, NASA will standardize its Space Launch System rockets moving forward, Isaacman said. These are the massive rockets that will launch astronauts to the moon aboard Orion capsules. At the same time, Elon Musk's SpaceX and Jeff Bezos' Blue Origin are speeding up their work on the landers needed to get the astronauts from lunar orbit down to the surface.

Isaacman said next year will see an Orion crew rendezvousing in orbit around Earth with SpaceX's Starship, Blue Origin's Blue Moon or both landers. It's similar to the methodical approach that worked so well during Apollo in the late 1960s, he noted. Apollo 8, astronauts' first flight to the moon, was followed by two more missions before Armstrong and Aldrin aimed for the lunar surface.

“We should be getting back to basics and doing what we know works,” he said.

The Aerospace Safety Advisory Panel recommended that NASA revise its objectives for Artemis III “given the demanding mission goals.” It’s urgent the space agency do that, the panel said, if the United States hopes to safely return astronauts to the moon. Isaacman said the revised Artemis flight plan addresses the panel's concerns and is supported by industry and the Trump administration.

Mario Romero is an engineer for Intuitive Machines and a former Navy SEAL. He credits his successes in STEM to second—and third—chances. Photo via LinkedIn

Intuitive Machines engineer talks STEM, innovation, and second chances

Innovator Interview

Mario Romero is an assembly, integration, and test engineer at the innovative Houston aerospace company Intuitive Machines. He previously served as a Navy SEAL and an EVA Flight Simulator Specialist at NASA.

Intuitive Machines landed its IM-2 mission on the moon last month, before calling an early end of mission. The company reported that its lunar lander was on its side, preventing it from completing the mission as planned.

Still, the IM-2 mission landed closer to the lunar South Pole than any previous lander, according to NASA. And the company still has plenty of innovative projects in the works.

The company secured about $2.5 million from NASA to study challenges related to carrying cargo on the company’s lunar lander and hauling cargo on the moon. The lander will be used for NASA’s Artemis missions to the moon and eventually to Mars.

“Someone has to do it; in fact, the more the merrier,” Romero says on being part of an innovative culture.

“Competition forces innovation, and if I can be selfish for a moment, I think it’s of particular importance for Intuitive Machines because my extremely capable team is more than worthy of having their place stamped in history. We, as a species, have to strive to become a multiplanetary species. Incidentally, part of the trickle-down effect of innovation often leads to spin-off technology that in some way benefits humanity here on Earth.”

Last year, Romero was awarded the key to the city from his hometown of Vineland, New Jersey, and made it a point in his speech to give kids a chance to succeed in the future.

“I am the product of many chances, secondary, tertiary, and more, given to me,” Romero says. “Many of these were admittedly entirely undeserving. I look back now and recognize that those teachers, judges, police, etc. might have all seen something in me that I couldn’t then see in myself. … This is precisely why I often emphasize giving kids multiple chances. Kids are kids, and you can never fully know how you’re inspiring them in the moment, nor how the chances that you give them will affect the trajectory of their lives.”

Texas is expected to represent nearly 10 percent of future STEM opportunities in the nation, and nine of the 20 biggest employers in Texas are STEM-related.

As STEM has become increasingly popular in high schools and at the university level, and the aerospace industry continues to innovate, it is possible that many young future innovators may take the same path a young Romero did.

“I think it’s natural that when new leaps are made in the STEM fields, and in the aerospace realm at large, the youth in general become galvanized by it,” Romero says.

“It’s exciting and reinvigorating to understand that humanity is on the cusp of the next great adventure. As fantastic and essential as this is, I want to emphasize the importance of the arts as well. It has an important place and an important role to play in our evolution, so I personally don’t limit youthful interest to STEM alone. There are fantastic works of art awaiting us, in all their variety, that will come as a result of the efforts and innovation.”

Launched from South Texas, SpaceX's Starship survived for around 50 minutes before losing contact and landing in the Indian Ocean. Photo via SpaceX/Twitter

SpaceX's mega rocket launch from Texas base provides mixed results

50-minute flight

SpaceX came close to completing an hourlong test flight of its mega rocket on its third try Thursday, but the spacecraft was lost as it descended back to Earth.

The company said it lost contact with Starship as it neared its goal, a splashdown in the Indian Ocean. The first-stage booster also ended up in pieces, breaking apart much earlier in the flight over the Gulf of Mexico after launching from the southern tip of Texas near the Mexican border.

“The ship has been lost. So no splashdown today,” said SpaceX’s Dan Huot. “But again, it’s incredible to see how much further we got this time around.”

Two test flights last year both ended in explosions minutes after liftoff. By surviving for close to 50 minutes this time, Thursday's effort was considered a win by not only SpaceX's Elon Musk, but NASA as well as Starship soared higher and farther than ever before. The space agency is counting on Starship to land its astronauts on the moon in another few years.

The nearly 400-foot (121-meter) Starship, the biggest and most powerful rocket ever built, headed out over the Gulf of Mexico after liftoff Thursday morning, flying east. Spectators crowded the nearby beaches in South Padre Island and Mexico.

A few minutes later, the booster separated seamlessly from the spaceship, but broke apart 1,500 feet (462 meters) above the gulf, instead of plummeting into the water intact. By then, the spacecraft was well to the east and continuing upward, with no people or satellites on board.

Starship reached an altitude of about 145 miles (233 kilometers) as it coasted across the Atlantic and South Africa, before approaching the Indian Ocean. But 49 minutes into the flight — with just 15 minutes remaining — all contact was lost and the spacecraft presumably broke apart.

At that point, it was 40 miles (65 kilometers) high and traveling around 16,000 mph (25,700 kph).

SpaceX's Elon Musk had just congratulated his team a little earlier. “SpaceX has come a long way,” he said via X, formerly called Twitter. The rocket company was founded exactly 22 years ago Thursday.

NASA watched with keen interest: The space agency needs Starship to succeed in order to land astronauts on the moon in the next two or so years. This new crop of moonwalkers — the first since last century’s Apollo program — will descend to the lunar surface in a Starship after transferring from NASA's Orion capsule in lunar orbit.

NASA Administrator Bill Nelson quickly congratulated SpaceX on what he called a successful test flight as part of the space agency's Artemis moon-landing program.

The stainless steel, bullet-shaped spacecraft launched atop a first-stage booster known as the Super Heavy. Both the booster and the spacecraft are designed to be reusable, although they were never meant to be salvaged Thursday.

On Starship’s inaugural launch last April, several of the booster’s 33 methane-fueled engines failed and the booster did not separate from the spacecraft, causing the entire vehicle to explode and crash into the gulf four minutes after liftoff.

SpaceX managed to double the length of the flight during November’s trial run. While all 33 engines fired and the booster peeled away as planned, the flight ended in a pair of explosions, first the booster and then the spacecraft.

The Federal Aviation Administration reviewed all the corrections made to Starship, before signing off on Thursday’s launch. The FAA said after the flight that it would again investigate what happened. As during the second flight, all 33 booster engines performed well during ascent, according to SpaceX.

Initially, SpaceX plans to use the mammoth rockets to launch the company’s Starlink internet satellites, as well as other spacecraft. Test pilots would follow to orbit, before the company flies wealthy clients around the moon and back. Musk considers the moon a stepping stone to Mars, his ultimate quest.

NASA is insisting that an empty Starship land successfully on the moon, before future moonwalkers climb aboard. The space agency is targeting the end of 2026 for the first moon landing crew under the Artemis program, named after the mythological twin sister of Apollo.

After an August 29 scrub, the Artemis I mission is set to launch. Photo by Ben Smegelsky/NASA via NASA Flickr

Houston readies for historic return to moon with new NASA launch date

GO FOR LAUNCH

Houstonians who are eagerly anticipating America’s historic return to the moon now have a new date. Artemis I will now launch on Saturday, September 3, with a two-hour window beginning at 1:17 pm, NASA announced late Tuesday, August 30.

Viewers can tune into the livestream of the rocket and spacecraft at the launch pad on the NASA Kennedy YouTube channel. Additionally, live coverage of events can be found on NASA Television, the NASA app, and the agency’s website.

This comes after the initial August 29 launch was scrubbed. At that time, teams were not able to chill down the four RS-25 engines to necessary temperatures. Teams also caught and quickly managed a hydrogen leak on one of the rocket’s components.

NASA reports that teams are currently addressing and testing both issues in advance of the Saturday launch. Another important component for flight windows — weather — is currently favorable. Meteorologists with the U.S. Space Force Space Launch Delta 45 forecast favorable weather conditions for Saturday. Though some rain showers are expected, they are predicted to be sporadic during the launch window, per NASA.

As space fans are aware, Artemis I is the first flight test of NASA’s Orion spacecraft, Space Launch System rocket (dubbed SLS), and the ground systems at the agency’s Kennedy Space Center in Florida.

“The first in a series of increasingly complex missions, Artemis I will be an uncrewed flight test that will provide a foundation to extend human presence to the Moon and beyond,” NASA notes in a news release. “The mission will demonstrate the performance of the SLS rocket and test Orion’s capabilities over the course of about six weeks as it travels about 40,000 miles beyond the Moon and back to Earth.”

Given the gravity of the launch, NASA planned considerable fanfare for the broadcast, including celebrity appearances by Jack Black, Chris Evans, and Keke Palmer, as well as a special performance of “The Star-Spangled Banner” by Josh Groban and Herbie Hancock. A planned musical performance featured “America the Beautiful” by The Philadelphia Orchestra and cellist Yo-Yo Ma, conducted by Yannick Nézet-Séguin.

Representatives from Johnson Space Center had not received an update on the Saturday broadcast program when contacted on Wednesday, August 31.

Houston and lunar missions have been inextricably tied since NASA’s first launches. In 1962, President John F. Kennedy boldly declared that America would go to the moon before the end of the decade in front of a packed Rice University football stadium.

On July 20, 1969 – a commitment to the late President Kennedy’s directive — Apollo 11 marked its arrival to the lunar surface with a statement heard around the globe from Commander Neil Armstrong, who would take mankind’s first steps on the surface: “Houston, Tranquility base here. The Eagle has landed.”

And the Bayou City has (somewhat tiredly) been the source of a ubiquitous sentence — that is actually a paraphrasing — uttered by Apollo 13 Commander Jim Lovell: “Houston, we’ve had a problem here.” The adjusted “Houston, we have a problem” declaration was later immortalized by Tom Hanks (as Lovell) in the blockbuster Apollo 13.

What will be the next iconic phrase sent back to Houston when NASA’s manned mission readies to land on Earth’s sole satellite? The countdown is on.

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This article originally ran on CultureMap.

The Artemis I mission will launch NASA’s Space Launch System rocket with the Orion spacecraft from Kennedy Space Center in Florida on Monday. The uncrewed mission is planned to circle the moon. Photo via NASA

Here's how Houstonians can watch as NASA returns to the Moon

the countdown begins

UPDATE: NASA halted the Monday, August 29 Artemis I launch attempt at approximately 7:34 am Monday. According to a statement, the Space Launch System rocket and Orion spacecraft remain in a safe and stable configuration. Launch controllers were continuing to evaluate why a bleed test to get the RS-25 engines on the bottom of the core stage to the proper temperature range for liftoff was not successful, and ran out of time in the two-hour launch window. Engineers are continuing to gather additional data.

In less than a week, NASA and its commercial partners are returning humans to the Moon in the first mission of the Artemis Program. All eyes will be on the rocket as it launches Monday, August 29.

Artemis I — the mission's first flight test of the NASA’s Orion spacecraft, Space Launch System rocket — is an uncrewed mission that will launch from Kennedy Space Center in Florida before circling the moon. The SLS rocket is targeted to launch during a two-hour window that opens at 7:33 a.m. on Monday, August 29, from Launch Pad 39B at Kennedy.

Coverage of the launch has already started, and viewers can tune into the livestream of the rocket and spacecraft at the launch pad on the NASA Kennedy YouTube channel. Additionally, live coverage of events started airing on Monday on NASA Television, the NASA app, and the agency’s website. The launch countdown will begin Saturday, Aug. 27, at 9:23 a.m.

While launch is the main event, the broadcast will also include celebrity appearances by Jack Black, Chris Evans, and Keke Palmer, as well as a special performance of “The Star-Spangled Banner” by Josh Groban and Herbie Hancock. It also will feature a performance of “America the Beautiful” by The Philadelphia Orchestra and cellist Yo-Yo Ma, conducted by Yannick Nézet-Séguin.

"The first in a series of increasingly complex missions, Artemis I will be an uncrewed flight test that will provide a foundation to extend human presence to the Moon and beyond," NASA reports in a news release. "The mission will demonstrate the performance of the SLS rocket and test Orion’s capabilities over the course of about six weeks as it travels about 40,000 miles beyond the Moon and back to Earth."

A full itinerary of events — including press conferences, virtual social opportunities, and more — is available online. Interested parties can also follow NASA’s Artemis blog for updates.

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Houston-based Fervo Energy bumps up IPO target to $1.82 billion

IPO update

Houston-based geothermal power company Fervo Energy is now eyeing an IPO that would raise $1.75 billion to $1.82 billion, up from the previous target of $1.33 billion.

In paperwork filed Monday, May 11 with the U.S. Securities and Exchange Commission, Fervo says it plans to sell 70 million shares of Class A common stock at $25 to $26 per share.

In addition, Fervo expects to grant underwriters 30-day options to buy up to 8.33 million additional shares of Class A common stock. This could raise nearly $200 million.

When it announced the IPO on May 4, Fervo aimed to sell 55.56 million shares at $21 to $24 per share, which would have raised $1.17 billion to $1.33 billion. The initial valuation target was $6.5 billion.

A date for the IPO hasn’t been scheduled. Fervo’s stock will be listed on Nasdaq under the ticker symbol FRVO.

Fervo, founded in 2017, has attracted about $1.5 billion in funding from investors such as Bill Gates-founded Breakthrough Energy Ventures, Google, Mitsubishi Heavy Industries, Devon Energy (which is moving its headquarters to Houston), Tesla co-founder JB Straubel, CalSTRS, Liberty Mutual Investments, AllianceBernstein, JPMorgan, Bank of America and Sumitomo Mitsui Trust Bank.

Fervo’s marquee project is Cape Station in Beaver County, Utah, the world’s largest EGS (enhanced geothermal system) project. The first phase will deliver 100 megawatts of baseload clean power, with the second phase adding another 400 megawatts. The site can accommodate 2 gigawatts of geothermal energy. Fervo holds more than 595,000 leased acres for potential expansion.

Cape Station has secured power purchase agreements for the entire 500-megawatt capacity. Customers include Houston-based Shell Energy North America and Southern California Edison.

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This article originally appeared on our sister site, EnergyCapitalHTX.com.

Texas university's new flight academy opens at Houston Spaceport

cleared for takeoff

The vehicles may not have “student driver” stickers on them, but Texas Southern University has moved a dozen planes into its new training facility at the Houston Spaceport, opening the way for student flyers to use the facility.

TSU previously reached a deal with Houston Airports and the City of Houston in 2023 to house its prospective Flight Academy at Ellington Field. At the time, TSU had a small fleet of nine planes for student use, but a $5.5 million investment from the city greatly expanded the space available.

The Flight Academy includes a 20,000-square-foot hangar that serves as a TSU satellite campus. The school now has a fleet of 12 Cirrus SR20 aircraft that were acquired last year through state and alumni funding. An additional 4,500 square feet is used as classroom and office space. An 8,000-gallon fuel tank will support flight training operations.

TSU first launched its Aviation Science Management program in 1986 and added a professional pilot program in 2016. The school is now part of the United Airlines pipeline program and has also forged relationships with Delta and Southwest.

“I want to commend Texas Southern University and Houston Airports for their leadership and partnership in advancing aviation education right here in our city,” Houston City Councilwoman Dr. Carolyn Evans-Shabazz in a press release.

“It connects our students to high-paying, high-demand careers in aviation and aerospace. This is how we grow a city in the right way—by investing in workforce development, aligning education with industry and making sure our residents are prepared to lead in the industries of tomorrow. Houston is already a global leader in aerospace and projects like this strengthen that position even further, especially here at Ellington, where innovation and opportunity continue to take flight.”

The City of Houston signed an agreement to continue funding the academy for five years.

Amazon launches ultrafast, 30-minute delivery service across Houston

Amazon Now

More than 20 years after it redefined fast shipping, Amazon is preparing to raise the bar on consumer expectations again by offering to fulfill customers' most urgent product needs in Houston and other parts of the world in a half-hour or less for an extra fee.

The company, which revolutionized online shopping in 2005 with two-day deliveries for Prime members, is rapidly opening small order-processing hubs in dozens of U.S. and foreign cities to cater to shoppers who can't or don't want to wait for cough medicine to relieve flu symptoms or tomatoes for tonight's dinner salad.

The ultrafast service, called Amazon Now, first launched in India last June. Amazon says 30-minute deliveries now are also available in urban areas of the United States, Brazil, Mexico, Japan, the United Arab Emirates, the United Kingdom.

The mini-warehouses devoted to Amazon Now are about the size of a CVS drugstore. They stock about 3,500 products for expedited delivery, including beer, diapers, pet food, meat, nonprescription medications, playing cards and cellphone charging cables.

“We know that customers love speed and always have,” Beryl Tomay, Amazon’s head of transportation, told The Associated Press on Monday. “What we see customers doing, when we offer faster speeds, are they purchase more from Amazon. And Amazon becomes more top of mind for that or other types of items as well.”

In the U.S., the company first tested Amazon Now in Seattle, the home of its headquarters, and in Philadelphia. Most residents of the Dallas-Fort Worth area and Atlanta now have access as well. The service is also live in Dallas-Fort Worth, Denver, Minneapolis, Phoenix, Oklahoma City, Orlando, and dozens of other cities, Amazon said, with New York City and others expected by year-end.

The service charges for Amazon Now start at $3.99 for Prime members, who pay an annual fee of $139, and $13.99 for non-members. A $1.99 small basket fee applies to orders under $15, Amazon said.

The company's bet on a need for speed also comes as some consumers are rebelling against rushed deliveries as they weigh the potential impact on the environment and the workers tasked with preparing orders at a rapid rate.

Amazon’s approach
A relentless focus on speed helped Amazon build a logistics and e-commerce empire. After it made two days the new delivery time normal, Amazon moved into one-day and same-day deliveries for its Prime members. This spring, the company began making 90,000 products available in one hour or three hours at an extra cost.

The scaled down and sped up microhubs that are designed to handle 30-minute orders represent another step in Amazon's pursuit.

Only a handful of people prepare orders from aisles of shelves in the 5,000- to 10,000-square-foot facilities, unlike the sprawling fulfillment centers storing millions of items where Amazon employs a mix of human workers and robotics to pick and pack orders.

Amazon tailors the product inventory to each location and uses artificial intelligence and other technology to analyze what customers buy, as well as when and how often. The most popular U.S. purchases so far include soap, toothpaste, mouthwash, toilet plungers, bananas, limes and wireless earbuds, Amazon said.

The competition
Amazon’s attempt to up the instant gratification ante provides direct competition to on-demand food delivery platforms like Instacart, Uber Eats, DoorDash and Grubhub, which don't have the scale of the e-commerce titan, according to independent retail analyst Bruce Winder.

“What Amazon brings is their prowess in supply chain,” Winder said.

These smaller companies said they don't see Amazon as a threat, though, citing the hundreds of thousands of items they are able to deliver to users' doorsteps by partnering with various merchants and restaurants.

“DoorDash has a mission to empower grocers and retailers and augment their existing footprint, not to replace them,” DoorDash spokesperson Ali Musa said in an emailed statement. “We win only when they win, which is how we can offer over half a million grocery and retail items in under an hour across the country.”

Amazon also is in a race with Walmart to become the retailer that reliably gets orders to online shoppers in under an hour.

For an additional $10 on top of standard delivery charges, shoppers can place Walmart Express Delivery orders from among more than 100,000 products that are guaranteed to arrive in an hour. Many customers, however, are receiving the items under 30 minutes, Walmart CEO John Furner told analysts in February.

Domino's cautionary tale
Companies have promised deliveries in 30 minutes or less before, but the landscape also is littered with failed attempts to break the speed barrier.

The COVID-19 pandemic produced a flurry of companies that promised 10- to 15-minute grocery deliveries from microwarehouses in dense neighborhoods, according to Sucharita Kodali, an analyst at market research firm Forrester Research.

But soaring operating costs, low customer loyalty and the drying up of investor money ultimately caused most to fail before the pandemic was over, analysts said.

Domino’s in 1984 pushed a guarantee that customers would receive their pizzas for free if they weren't delivered in under a half-hour. The company amended the “30 minutes or it’s free” policy after two years, providing only a $3 discount for late deliveries.

The promotion helped Domino’s win market share, but it ended up tarnishing the company's reputation. It dropped the guarantee in December 1993 after a string of crashes and lawsuits involving drivers racing to meet the deadline.

Brad Jashinsky, a retail analyst at information technology research and consulting firm Gartner, said he thinks Amazon should take the pizza chain's experience as a cautionary tale.

“You get in trouble when you start overpromising something like that,” he said.

Amazon won't be making any time guarantees and instead plans to keep customers who chose the 30-minute delivery option updated on the progress of their orders, Tomay said.

“There's no rushing either in our building workers or the gig workers,” she said.

Taking it slow
Kodali thinks Amazon will need a lot of people placing orders around the same time from the same or adjacent apartment buildings for the 30-minute service to be cost-effective.

Consumers may appreciate rapid receipt of products like toilet paper and batteries, but retailers and logistics experts said they also see some online shoppers, especially members of Generation Z, choosing no-rush shipping for products they don't need in a hurry.

Amazon for several years has invited customers to skip one- or two-day delivery and to receive their orders on the same day in as few parcels as possible. Consolidating orders into fewer packages by electing to have them delivered at the same time cuts down on boxes, shipping envelopes and fuel use, analysts said.

“The millennials who came to age in an era that was on fast delivery came to expect it de facto, whereas ... Gen Z is more accepting of a slower speed than previous generations before them,” said Darby Meegan, a general manager at Flexport, a supply chain and logistics company that fulfills orders for thousands of online merchants.

Still, Amazon executives have cited positive early results for Amazon Now in India, where they said Prime members tripled their requests for 30-minute deliveries once they started using the service.

Amazon Now also is attracting more repeat American customers, Tomay said.

“It’s in early days and time will tell,” she said. “I think that it will be interesting to see how it evolves.”

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