Amazon India has taken a significant step in the ultra-fast delivery space by launching its 10-minute delivery service, Amazon Now, in parts of Delhi, just weeks after debuting the service in Bengaluru. This expansion marks Amazon’s strategic entry into India’s fiercely competitive quick commerce sector, catering to the growing demand for instant delivery of daily essentials.
What is Amazon Now?
Amazon Now promises to deliver groceries, fresh produce, personal care items, snacks, and meat within 10 minutes of ordering, targeting the convenience-hungry urban consumer. Initially launched in three Bengaluru pin codes in June, the service is now available in large parts of western Delhi, with plans to rapidly expand coverage across the city.
Long-Term Commitment, Not a Pilot
Abhinav Singh, Vice President of Operations at Amazon India and Australia, emphasized that Amazon Now is not a limited pilot but a long-term service intended to scale beyond city boundaries. He highlighted that the rollout in Bengaluru and Delhi is just the beginning, with plans to broaden the network to more cities in India.
Strengthening Logistics with Dark Stores
Amazon’s quick commerce push is supported by a growing network of dark stores—small fulfillment centers strategically located near high-demand areas to ensure speedy deliveries. By the end of 2025, Amazon aims to operate up to 300 dark stores across Bengaluru, Delhi-NCR, and Mumbai. This infrastructure is critical to competing with rivals like Flipkart Minutes, which targets 800 dark stores nationally.
Competing in a Crowded Market
Amazon Now enters a market dominated by players such as Blinkit (owned by Zomato), Zepto, and Swiggy’s Instamart, all aggressively vying for market share in hyperlocal delivery. Despite being a late entrant, Amazon remains optimistic about the market’s growth potential.
The Future of Quick Commerce in India
According to a recent Kearney report, India’s quick commerce market is expected to triple between 2024 and 2027, reaching an estimated ₹1.5-1.7 lakh crore. The segment is predicted to expand beyond metros to towns with populations over 500,000, especially among households earning ₹6 lakh or more annually.
However, the sector faces challenges like profitability concerns, heavy discounting, and maintaining low delivery fees. HSBC estimates that for the market to reach $30 billion in value, it requires 60 million active users placing two orders weekly with delivery charges around ₹20-25.
Amazon’s Differentiated Approach: Focus on Trust and Sustainability
Unlike some competitors racing to dominate through sheer speed and aggressive expansion, Amazon is focusing on building a reliable, safe, and sustainable service. Singh stressed the importance of maintaining customer trust, ensuring associate safety, and delivering a consistent experience.
“Whatever we do, we want to make sure that we are able to offer it for a long period because customers will want to find the larger selection at the faster speed,” Singh said.
What This Means for Indian Consumers
For consumers in Delhi and Bengaluru, Amazon Now offers an exciting new option for instant access to daily essentials, combining the convenience of mobile ordering with lightning-fast delivery. As the service scales, it promises to transform how urban Indians shop, blurring the lines between online convenience and offline immediacy.