Amazon Now Debuts in India to Join Quick Commerce Race

Amazon has officially stepped into India's booming quick commerce space with the launch of its new rapid delivery platform, Amazon Now, in Bengaluru. The service is currently available in three postal code areas, positioning Amazon to compete head-on with local leaders like Blinkit, Zepto, and Swiggy Instamart in the fast-paced delivery sector.

This rollout follows a pilot program that began in December 2024, signaling Amazon's growing recognition of India's increasing appetite for instant delivery. Unlike traditional e-commerce services that typically promise next-day or two-day delivery, quick commerce is designed to fulfill orders within 10 to 30 minutes—meeting the demand for rapid access to daily essentials and groceries.

In the coming weeks, Amazon plans to expand Amazon Now to more areas in Bengaluru and eventually scale the service to other major cities across India. The move is widely seen as a strategic push to reclaim market share, as local platforms like Blinkit and Zepto have captured a significant lead through their agile, hyperlocal models.

A joint report by Flipkart and Bain & Company reveals that in 2024, over 66% of India's online grocery purchases came from quick commerce platforms, which now account for roughly 10% of all e-commerce spending in the country. This shift underscores how quick commerce is no longer a niche; it's rapidly becoming the mainstream shopping method for urban consumers—posing a real challenge to established players like Amazon and Flipkart.

Bengaluru was a strategic choice for Amazon's first launch. Known as India's tech capital, the city features high smartphone penetration, a compact urban layout, and a large base of working professionals. It's an ideal testbed for scaling a real-time delivery model.

With the introduction of Amazon Now, Amazon is signaling its readiness to compete directly with India's homegrown quick commerce giants. The company is adapting its playbook to align with evolving consumer expectations and the rapid transformation of India's e-commerce landscape.