Amazon has officially entered the 10-minute delivery race in Delhi with its new service ‘Amazon Now’, intensifying competition in India’s fast-growing quick commerce (or q-commerce) space. After a successful launch in Bengaluru last December, the company has now expanded to selected pin codes in western Delhi, with plans for wider rollout across the city.
This new service offers ultra-fast delivery of groceries, snacks, fresh produce, meat, personal care items, and more—mirroring the offerings of Blinkit (owned by Zomato), Swiggy’s Instamart, and Zepto, which are already dominant in this space. By promising deliveries in as little as 10 minutes, Amazon Now is aiming to capture urban customers who prioritize speed and convenience.
To power this service, Amazon has been investing heavily in its dark-store infrastructure—special warehouses designed to quickly process local orders. In fact, Amazon has committed nearly ₹2,000 crore (~$233 million) this year alone toward expanding logistics and operations in India. Since 2013, the company has invested more than $11 billion in the country.
The current rollout covers parts of western Delhi, and Amazon says early feedback—especially from Prime members—has been very positive. With this momentum, the company is preparing for a phased expansion across more Delhi neighborhoods in the coming months.
This move highlights Amazon’s aggressive push into quick commerce, a sector that’s becoming increasingly competitive as urban shoppers demand instant access to essentials. It also shows Amazon’s readiness to go head-to-head with local players that have built strong customer loyalty and delivery networks.