This is the 74th most frequent Italian word.
ora
The Italian word "ora" means "hour" or "now."
In this sentence, 'ora' means 'hour' and is used to specify a time of the day.
Arriviamo all'ora di pranzo.
We arrive at lunchtime.
Again, 'ora' refers to 'now' emphasizing immediacy and urgency to make a decision.
Devo decidere ora o mai.
I must decide now or never.
Here, 'ora' means 'now' and refers to the present moment in time.