E-commerce giant Amazon has expanded its ultra-fast delivery service, Amazon Now, to Mumbai after strong traction in Bengaluru and Delhi.
Launched earlier this year, the service promises doorstep delivery of thousands of essentials — from groceries and snacks to personal care and festive supplies — in under 10 minutes, directly challenging quick commerce rivals.
Rapid Growth Backed by Micro-Fulfilment
To power Amazon Now, the company has already set up more than 100 micro-fulfilment centers across three cities and plans to add hundreds more by year-end. These compact, tech-enabled warehouses are strategically placed in neighborhoods to reduce delivery time.
According to Samir Kumar, Vice President and Country Manager at Amazon India, adoption has surpassed expectations.
“Orders are growing 25% month-on-month, and Prime members triple their shopping frequency once they begin using Amazon Now,” he said.
Timing Ahead of Festive Season
The move comes just ahead of Amazon’s annual Great Indian Festival sale, beginning September 23. With consumer spending at its seasonal peak, the company is positioning Amazon Now as a key lever to capture urban demand for instant delivery.
Quick Commerce Race Intensifies
Amazon Now enters an already crowded field with Blinkit, Zepto, Swiggy Instamart, Flipkart Minutes, BigBasket’s BB Now, and Reliance JioMart competing for the same urban consumer base. The battle is set to intensify as each player invests in logistics and technology-driven dark stores.
Currently, Amazon Now is available in select areas of Bengaluru, Delhi, and Mumbai, with nationwide expansion on the roadmap.
Final Take
Amazon’s aggressive entry into 10-minute delivery signals the quick commerce model’s mainstream moment in India, raising the stakes for incumbents and setting a new standard for customer convenience.
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