In a major strategic shift, Amazon India has officially launched its 10-minute delivery service, Amazon Now, marking its first concrete step into India’s fast-evolving quick commerce space. The pilot rollout is currently live across three pin codes in Bengaluru, accessible to a select group of users, including Amazon Prime members.
Entering a High-Speed Battlefield
The move puts Amazon in direct competition with established quick commerce players like Blinkit (Zomato-owned), Zepto, and Swiggy Instamart, all of whom have aggressively expanded their instant delivery infrastructure in the past two years.
“We are running our 10-minute delivery service Amazon Now in select pin codes in Bangalore and are super excited with the initial customer response and positive feedback, especially from Prime members,” an Amazon spokesperson confirmed.
Key Highlights of Amazon Now
- Pilot launched in 3 Bengaluru pin codes
- Deliveries in 10 to 15 minutes
- Product categories: groceries, snacks, beverages, personal care, fresh vegetables, and meat
- Dark store model: 10–15 warehouses across Bengaluru
- Discounts, no surge fees, and no late-night charges during the beta phase
- Focused on curated essentials to ensure quality and speed
Strategic Shift for Amazon
Amazon had previously taken a cautious approach toward the ultra-fast delivery segment due to concerns around logistics complexity and profitability. However, the success of competitors and rising customer demand for instant gratification seem to have nudged the company to act.
The internal development of Amazon Now began under the project name “Tez” in mid-2024, with Nishant Sardana heading the category. The initiative was also highlighted during Amazon India’s Smbhav 2024 event, signaling its seriousness about entering the segment.
According to internal projections, Amazon plans to:
- Establish 300+ dark stores across Delhi-NCR, Mumbai, and Bengaluru by the end of 2025
- Roll out Amazon Now in additional urban centers over the coming months
A Competitive Market Landscape
India’s quick commerce market has experienced explosive growth, valued at over $1 billion in 2024 and projected to grow even faster. Major players like Zepto and Blinkit have built hyperlocal fulfillment networks using dark stores, allowing them to deliver in under 15 minutes.
Even Flipkart, Amazon’s closest rival, is eyeing the space aggressively with a target of 800 dark stores by the end of this year.
“There is a physics to how much you can deploy closer to customers… we’re talking about the consumption of a few thousand products,” said Amit Agarwal, Amazon India SVP, during the previous discussions about the company’s cautious stance on quick commerce.
Future Outlook
With the launch of Amazon Now, the e-commerce giant is clearly recalibrating its strategy. While the service is still in its early days, its integration with Prime benefits, robust logistics, and tech-driven approach could give Amazon a competitive edge—if it can match the speed and pricing expectations set by its rivals.
This could also mark a pivotal moment in the battle for last-mile dominance in Indian e-commerce, particularly in urban markets where consumer expectations around speed, variety, and price are evolving rapidly.