Amazon India has quietly rolled out its own version of a 10-minute delivery service—called Amazon Now—in select pockets of Bengaluru. With this, it becomes the latest big name to dip its toes into India’s buzzing quick commerce market, already swarming with players like Blinkit, Zepto, and Swiggy Instamart.
A spokesperson from Amazon confirmed the launch, saying the service is currently live in a handful of pin codes in the city and that the early response has been “positive,” especially from Prime members. Amazon Now, they said, offers a curated list of daily essentials—groceries, snacks, and personal care items included—that are delivered within 10 minutes through a dedicated section in the Amazon app.
Orders above ₹199 come with no delivery charge, keeping in line with rivals who are also trying to find the sweet spot between speed and affordability.
For a long time, Amazon stayed on the sidelines of the quick commerce frenzy, wary of the notoriously difficult unit economics. Quick deliveries require dense warehouse networks, high staff costs, and near-flawless logistics—making profitability a tough nut to crack. But the current pilot suggests a shift in Amazon’s game plan, with the company now looking to test whether its existing infrastructure can handle ultra-fast turnarounds without burning too much cash.
Interestingly, this move was hinted at during Amazon’s Smbhav event held in December 2024. So, while the Bengaluru launch may look quiet on the surface, it seems to have been brewing for a while.
With Amazon Now, the company is stepping into a crowded and chaotic playground. Blinkit, Zepto, and Swiggy Instamart have already set up extensive “dark stores”—mini warehouses located close to residential clusters—to serve customers lightning fast. Flipkart, too, is reportedly running its own quick commerce pilot called Flipkart Minutes.
Amazon’s late entry might raise eyebrows, but it’s clearly trying to be deliberate. By leaning on its existing warehouses and logistics muscle, it could sidestep the need to build a fresh dark store network from scratch. That might just give it a different cost structure—though it remains to be seen if it works.
Adding to the momentum, Amazon has also brought in Kabeer Biswas, founder of Dunzo, one of the early names in India’s quick delivery scene, to lead the new vertical. That move could bring insider experience to the mix, especially as Amazon figures out how to balance speed, scale, and sustainability.
Quick commerce in India has evolved far beyond the basics. While grocery still pulls the biggest crowds, platforms are now delivering everything from ready-to-eat meals and mobile accessories to medicines and even the occasional smartphone. Some players have tested high-ticket items like kitchen appliances, though those still feel more like exceptions than the norm.
The sector is booming in metros. But ultimately, it’s also running up against big questions around costs, scale, and long-term viability.
