Quick commerce service gathers pace as Amazon strengthens its rapid delivery play amid intensifying competition
Amazon is witnessing rapid growth in its quick commerce offering, Amazon Now, in India, with order volumes increasing 25 per cent month-on-month, chief executive officer Andy Jassy said during the company’s Q1 earnings call. The update comes as the company accelerates its push into the country’s fast-growing rapid delivery market.
“We continue to expand our ultra-fast delivery service, Amazon Now, which offers delivery in 30 minutes or less on thousands of items. It started last year in India, where orders are increasing 25 percent month-over-month, with Prime members tripling their shopping frequency once they start using it,” Jassy said.
Introduced in 2025, Amazon Now has steadily broadened its presence over the past year. The company recently announced plans to extend the service to 100 cities across India and increase its micro-fulfilment network to more than 1,000 centres, marking its largest expansion drive for the platform to date.
Currently operational in Bengaluru, Delhi-NCR and Mumbai, the service is set to enter additional cities including Pune, Hyderabad, Chennai, Kolkata, Jaipur, Lucknow and Ahmedabad.
The expansion forms part of Amazon’s wider investment strategy in India. Earlier this month, the company announced an investment of Rs 2,800 crore to enhance its operational network, including fulfilment centres, sortation hubs and delivery stations, while also scaling Amazon Now across both existing and new markets. This follows a previous Rs 2,000-crore investment announced in June 2025 to strengthen logistics and technology infrastructure.
Amazon had earlier stated that Amazon Now had expanded to more than 300 micro-fulfilment centres across major cities. With the latest plans, this network is expected to grow more than threefold.
India is emerging as a key battleground for Amazon’s quick commerce ambitions, with competition intensifying from players such as Blinkit, Zepto and Swiggy Instamart in the crowded rapid-delivery segment.
Jassy added that Amazon Now is currently available to tens of millions of customers across nine countries, with further expansion planned.
