97
/ 2
Min Read
Amazon has launched its 10-minute delivery service, Amazon Now, in New Delhi, marking a major move into India’s growing quick commerce space. The service follows a successful pilot in parts of Bengaluru and is now live across large sections of western Delhi, with plans for a wider rollout.
Amazon Now offers ultra-fast delivery of daily essentials such as groceries, snacks, fresh produce, meat, and personal care items—putting Amazon in direct competition with Blinkit, Instamart, and Zepto, who currently lead the sub-15-minute delivery market.
“This is a rapidly expanding network. You’ll soon see us live across Delhi,” said Abhinav Singh, Vice President of Operations for India and Australia, in an interview with The Economic Times.
To support the expansion, Amazon is investing ₹2,000 crore (about $233 million) to build a network of dark stores—small, local fulfilment centers that enable faster deliveries. The company plans to open 300 dark stores across Delhi-NCR, Bengaluru, and Mumbai by the end of 2025. Rival Flipkart Minutes is targeting 800 dark stores across the country.
Quick commerce is becoming a key focus for Amazon in India, where it has already invested over $11 billion since 2013. The company recently opened five new fulfilment centers to speed up deliveries in smaller cities.
With more urban shoppers prioritizing speed and convenience, the quick commerce segment is seen as a major growth area. Amazon’s push into 10-minute delivery signals its intent to stay competitive in a fast-changing market where customer expectations are rapidly shifting.
The Delhi launch marks a significant step in Amazon’s broader strategy to gain ground in India’s evolving e-commerce landscape.
