Amazon has expanded its ultra fast delivery service, Amazon Now, promising 10 minute deliveries of everyday essentials to customers in select areas of Bengaluru, Delhi, and now Mumbai. The move highlights the company’s deepening push into India’s competitive quick commerce market, currently dominated by Blinkit and Zepto.
To support Amazon Now, the company has established more than 100 micro fulfilment centres across Mumbai, Delhi, and Bengaluru. It also plans to open hundreds more facilities by the end of the year as it races to capture a larger share of India’s rapidly growing instant delivery sector.
“We launched Amazon Now in Bengaluru earlier this year, delivering essentials in just 10 minutes. The response has exceeded our most optimistic expectations, with daily orders growing at 25 per cent month on month and Prime members tripling their shopping frequency after they begin using Amazon Now,” said Samir Kumar, Vice President and Country Manager, Amazon India. “Driven by this success, we’ve expanded to over 100 micro fulfilment centres and plan to add hundreds more across Bengaluru, Delhi, and Mumbai. With our robust operations infrastructure, we’re enabling faster, more convenient shopping across a vast selection as we head into the festive season – delivering essentials in minutes, groceries and over 40,000 items within hours, and millions more the same or next day.”
Amazon Now is powered by strategically located micro fulfilment centres, compact technology enabled facilities designed specifically for ultra fast deliveries. These centres keep essential products close to customer neighbourhoods, using advanced inventory systems that optimise product placement based on local demand to improve efficiency, speed, and safety.
The service combines a wide selection of daily essentials from sellers with Amazon’s standards of safety and reliability. Amazon Now will continue to expand into more neighbourhoods in Bengaluru, Delhi, and Mumbai, with launches planned in other cities in the coming months.
The expansion intensifies competition with quick commerce start ups such as Blinkit, Zepto, and Instamart, which have attracted millions of customers with near instant delivery models. This shift is also prompting established online retail giants like Amazon and Flipkart to adapt their traditionally large scale logistics operations to meet changing consumer expectations.
Industry experts said quick commerce is no longer a niche experiment but a mainstream trend in Indian metropolitan markets. Consumers increasingly prioritise speed and convenience, reshaping digital retail in the process.
According to a recent analysis by a US based brokerage, Amazon’s entry into India’s quick commerce market remains at an early stage and will require significant investment and effort to achieve competitive scale. Unlike rivals that operate standalone quick commerce apps, Amazon has chosen to integrate Amazon Now within its main shopping app. Analysts suggest that this approach may limit its ability to fully capture consumer demand in a market where dedicated platforms are proving increasingly popular.
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