Online auction house eBay has launched the beta version of an iOS app called eBay Now, supporting same-day delivery for items from local stores in San Francisco. Registration is open without restrictions to users selected by eBay. General access is coming, but eBay has not announced a date.

The service usually supports items valued at $25 or higher, with a $5 delivery charge, but new users get $15 off their first order and free delivery on their first three orders. The eBay Now app can be used in a store via eBay's Milo service, as reported by TechCrunch, and is open 9AM-9PM Monday through Saturday and 9AM-6PM on Sunday. Stores supporting the service include Best Buy and Target. Apparently "user interesting" will determine whether the service sees wider support and how to update products.

Deliveries can arrive in just one hour, provided that the store is open at least half an hour after making an order. This is an interesting idea from eBay. Buying items from the online auction house's listings can result in slow delivery or inflated prices for quicker delivery.

While an exciting product, eBay Now is not the first of kind. Amazon offers Amazon Prime, with free 2-day delivery on all orders for $79 a year and an extra $1.99 per order for free 1-day delivery; Amazon Prime does not offer same-day delivery. The company said it does not "see a way to do same-day delivery on a broad scale economically" in a Q2 2012 earnings call. Fashion website Mr Porter offers same-day delivery in London.

Although Amazon has almost managed to remove the need, many consumers can still make a case for heading to a retail store to buy a product if instant delivery is needed. If eBay provides a wider range of partners and a reliable service with eBay Now, this might change. On the other hand, will only major cities like San Francisco see the service, or will eBay Now operate in smaller communities and even travel across the Atlantic?

The eBay Now app is available for free on iPhone, iPod Touch, and iPad (if beta access is granted). Beta testers receive three invites to share with friends and family. Android and Windows Phone versions have not been announced.