Amazon has rolled out its 10-minute delivery service in select parts of Delhi under the brand Amazon Now, after a successful start in Bengaluru. This quick-commerce initiative aims to bring everyday essentials to customers’ doorsteps in under 10 minutes, making daily shopping faster and more convenient.
The e-commerce giant is optimistic about this move, as early customer response has been encouraging. A company spokesperson said the service is especially popular among Amazon Prime members, who enjoy fast and seamless deliveries.
Amazon Now in Delhi
India’s quick-commerce sector is experiencing explosive growth, with major players like Zepto, Blinkit, and Swiggy Instamart competing fiercely. Amazon’s entry into this space shows its intent to become a serious player in fast delivery solutions across urban areas.
Amazon stated that Amazon Now offers a handpicked range of essential items, delivered within minutes, while maintaining its usual focus on safety, quality, and reliability. The company plans to expand the service to more areas in the coming months.
Service Launched in 2024
Amazon first launched its Amazon Now service in Bengaluru in December 2024 and then brought it to Delhi in June 2025. The service currently runs in selected pin codes and is expected to gradually expand its reach based on customer demand and delivery feasibility.
The strategy behind Amazon Now aligns with the larger trend of instant delivery gaining popularity in India’s urban regions. As customers seek speed and convenience, major platforms are rethinking logistics and supply chains to cater to real-time demand.
Market Sees Big Growth
According to a report by Careedge Ratings, Indians spent nearly Rs 64,000 crore on quick-commerce services like Blinkit and Instamart in FY 2024–25, more than double the Rs 30,000 crore spent in the previous year.
Estimates suggest the gross order value of this sector will hit Rs 2 lakh crore by FY28. Additionally, a Datum Intelligence report predicts that the market size for quick-commerce in India will rise to USD 40 billion by 2030, up from USD 6.1 billion in 2024.
Amazon New Service in India
With its Amazon Now service, Amazon is not just catching up but aiming to reshape the instant delivery experience in India. The company combines its strong backend, Prime ecosystem, and data-driven operations to deliver not just fast but also reliable services.
This bold step could see Amazon competing at the top of India’s ultrafast grocery and essentials delivery market, setting new standards for convenience and customer satisfaction. As the rollout continues, Indian consumers are likely to see more areas covered and more products delivered at lightning speed.
