Amazon India has officially joined the fast-growing quick commerce market with the launch of ‘Amazon Now’, a 10-minute delivery service currently being piloted in three pin codes in Bengaluru. This marks Amazon’s boldest step yet in India’s ultra-fast delivery race, dominated by players like Blinkit, Zepto, and Swiggy Instamart.
The initial rollout is limited to a beta group of users, offering a carefully selected set of daily essentials delivered within 10–15 minutes. The service includes groceries, vegetables, snacks, drinks, personal care items, and fresh meat, available without surge pricing or late-night charges for now.
Dark Stores and Expansion
Amazon Now operates through 10–15 dark stores strategically placed across Bengaluru. The company plans to expand into more neighborhoods over the coming weeks, suggesting a significant commitment to the fast delivery model.
Amazon has been cautious in its entry, focusing on profitability and operational complexity before launching at scale. However, with competition growing, Flipkart alone is aiming for 800 dark stores nationwide, Amazon is now positioning itself to grab a share of the quick commerce pie.
Pilot Begins with ‘Tez’
The Amazon Now project began under the internal name “Tez” in mid-2024. Dark store infrastructure was quietly developed across urban centers, with Nishant Sardana leading the effort. Amazon publicly confirmed the initiative at its annual Smbhav event in December 2024.
By late 2024, groundwork began for a larger rollout, with a goal of building 300 dark stores across Delhi-NCR, Mumbai, and Bengaluru by the end of 2025. This would significantly expand Amazon’s footprint in India’s fast-delivery ecosystem.
Customer Reaction and Future Plans
Amazon says the early customer response is encouraging, especially from Prime members. The company aims to retain its reputation for quality and reliability, while also meeting real-time consumer needs in the age of instant gratification.
While acknowledging the sector’s disruptive nature, Amit Agarwal, Senior VP at Amazon India, has noted that quick commerce will complement rather than replace Amazon’s broader e-commerce model. “We’re talking about a few thousand daily-use products… not the full spectrum of online shopping,” he said.
Quick Commerce Booms in India
India’s quick commerce space has grown rapidly, with consumer habits shifting towards instant deliveries. Brands like Blinkit and Zepto have built dense logistics networks to serve hyperlocal demand. Now, with Amazon entering the race, the competition is set to heat up further in 2025.
