By Nathalie Voit

Amazon is rolling out a first-of-its-kind same-day delivery option for Prime members, according to a news release published by the e-commerce giant on August 1.

As soon as today, Prime customers can shop their favorite retail brands on the Amazon app and and have their purchases delivered to their house on the same day. Same-day delivery from participating stores will be available in 10 U.S. cities to start, with more locations to be added in the coming months.

Retailers teaming up with Amazon on the new offering include PacSun, GNC, SuperDry, and Diesel. Amazon plans to add retailers Sur La Table and 100% Pure to the service in the near future.

Amazon said items from those stores would be available for delivery within a few hours when customers spend $25 or more on qualifying merchandise. Members who spend less than $25 can score the service for $2.99.

Some retailers also offer the option to order goods online and pick them up in-store.

The new partnership will expand the repertoire of available products eligible for same-day delivery. The company already counts “hundreds of thousands” of items ranging from everyday essentials to electronics in this category, according to the announcement.

“The expansion of Amazon’s Same-Day Delivery to include beloved brands delivered directly from nearby retail locations is just another way we are offering customers even greater selection, at faster speeds,” Director of Amazon Delivery Experience Sarah Mathew said on Monday. “We are excited to see this new model come to life and look forward to adding more brands, stores, and locations to the program.”

The service is the latest way in which Amazon hopes to expand its e-commerce share of the market.