Amazon takes on Blinkit, Instamart with 10-minute delivery launch ‘Amazon Now’ in Delhi

Amazon Inc. has introduced its 10-minute delivery service, Amazon Now, in New Delhi, expanding its presence in the quick commerce space, a Bloomberg report said on Thursday, July 10.

The company is aiming to directly compete with the major players presently dominating the quick delivery market in India, including Zepto, Swiggy’s Instamart and Zomato’s Blinkit.

Amazon Now, focused on daily essentials, is now live in select pin codes of Delhi and Bengaluru, where it was launched in December last year. The company is planning to expand the quick commerce service to other parts of the country over the next few months.

Amazon is “excited with the initial customer response and positive feedback,” the company said in a statement, adding, “Based on this, we’re now expanding the service over the next few months.”

Amazon has committed more than $11 billion to India since its entry in 2013, the report said.

In June, it said that it will invest over ₹2,000 crore ($233 million) in 2025 to scale up its all-India operations network and infrastructure.

Earlier this month, Amazon India announced the launch of over 30 new delivery stations across Tier II and Tier III cities, including Nagpur, Panchkula, Howrah and Indore. The company already has a network of nearly 2,000 delivery centres across the country.

Quick commerce industry in India

Rapid consumerism has led to the exponential growth of the quick commerce industry, with online platforms delivering everything within minutes. From groceries to electronics and from books to makeup, these quick commerce giants offer everything with convenience. This is when Amazon typically takes a day or two to deliver orders.

The growing middle class, especially in India, is now looking for speedy services. The quick commerce market has drastically impacted the evergreen Kirana stores in the country, with changing consumer behaviour across urban and even semi-urban markets. With cheaper internet and smartphone penetration, platforms like Zepto have seeped into Tier 2 and Tier 3 cities, building a market there for people who think of convenience as a non-negotiable aspect in shopping now. Non-metro cities are increasingly embracing quick commerce and relying on it for daily needs.

The gradual shift in consumer behaviour has forced Amazon and even Walmart’s Flipkart to enter the quick commerce segment, the Bloomberg report noted. Flipkart launched its quick commerce segment, ‘Minutes’, in 2024 and now offers fast delivery in 14 cities across India.

The quick commerce industry in India is currently valued at over $3 billion and is expected to grow to $5.38 billion by 2030, as per reports.