Amazon Now Expands in India: 10-Minute Delivery Goes Mainstream

Amazon is rapidly expanding Amazon Now, its 10-minute delivery service, to key metropolitan cities in India. Customers in Bengaluru, Delhi, and Mumbai can now receive essentials almost instantly, as the company seeks to tap into the rising demand for hyperlocal, on-demand delivery. This expansion positions Amazon against competitors like Blinkit, Zepto, and Instamart, as ultra-fast delivery becomes a mainstream expectation in major metros.

To enable such rapid delivery, Amazon has established over 100 micro-fulfilment centres, small, tech-enabled warehouses strategically located near customer neighbourhoods. These facilities leverage advanced inventory management systems, ensuring that stock is readily available to meet demand. By year-end, Amazon plans to open hundreds more centres, signaling a major commitment to India’s quick-commerce growth.

The impact on consumer behaviour is already visible. Daily orders through Amazon Now are increasing 25% month-on-month, and Prime members reportedly triple their shopping frequency once they start using the service. Items delivered range from groceries and personal care products to electronics accessories, making Amazon Now a one-stop solution for instant essentials.

The competitive landscape is becoming increasingly crowded. Rivals such as Blinkit, Zepto, and Instamart are scaling aggressively, expanding their ultra-fast delivery capabilities. Unlike many competitors that rely on standalone apps, Amazon integrates Amazon Now into its main app. While this provides seamless access for existing users, some analysts caution it could limit traction as consumers might prefer dedicated quick-commerce platforms.

Operationally, delivering in 10 minutes is a complex challenge. It demands precise inventory placement, efficient routing, and robust technology systems. Amazon’s strategic focus on micro-fulfilment centres demonstrates the importance of logistics innovation in meeting rising consumer expectations while keeping pace with competitors.

In summary, Amazon Now is transitioning from a niche experiment to a mainstream service, emphasizing speed, convenience, and integration. With the scale-up of micro-warehouses and growing order volumes, Amazon is positioning itself for long-term dominance in India’s booming instant delivery and quick-commerce sector.